Brand Architecture Toolkit Final2.25.09
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About Me
- Carol Phillips
- President, Brand Amplitude, and marketing professor, University of Notre Dame.
10 comments:
I thought the presentation today was a helpful way to elaborate on our discussion regarding brand architecture. I certainly agree with the fact that going forward, more and more companies are going to be taking a 'house of brands' approach as they work to build a porfolio of brands that is profitable to the company but may span various product categories. These companies will assume the role of the endorser frequently and will need to pay considerable attention to ensure their brands to not become to scattered. The taxonomy framework was a bit difficult to get your arms around, but I do think it has value in sorting out where each brand stands relative to the producer and other products. It started becoming a bit clearer as we practiced with various brands. At the end of the day, I completely agree with the fact that it is extremely expensive and time consuming to maximize a specific brand equity. Any time you can draw brand equity from a producer, partner brand or a hybrid of the two it's worth it.
I really enjoyed both Osler's lecture and the "Brand Architecture Toolkit." These discussions on brand architecture taught me to better appreciate the depth and complexity of developing a brand, of unveiling the face of corporate strategy. I thought that what is most interesting about this discipline is its allowance for disagreements. Opinions on the linkages and roles between brands and master brands may sometimes differ. However, as long as brand architecture spurs discussion about the interconnections between a brand, it better allows for a company to place itself in the mind of the consumer. Out of the trenches of disagreement on which brand is the driver, the flagship, the ingredient comes brand insight and effective brand strategy.
Both Osler’s lecture and the above toolkit slides were great resources in continuing to understand “Brand Architecture,” and its implications on brands today. In our marketplace, competition for brand recognition and awareness among consumers has become increasingly intense due to the plethora of competing brands and product lines within each brand, some with only very subtle points of differentiation. With that said, as a marketer, it is imperative to understand the value proposition of your brand relative to that of the competitor in beginning to design your positioning strategy. Building a brand architecture I think is a great first step in achieving this.
The best solution for a startup would be unitary brand architecture because you want the customers to remember your brand and associate it with the traits of your company through systematic repetition of the brand logo, name, etc.
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