Brand Architecture. May lucasbrand

Transcription

1 Brand Architecture May 2010 lucasbrand

2 What is brand architecture?

3 Brand architecture? A virtual framework that locates, connects and holds a family of brands in the optimal relationship for success It is a decision-making tool to help facilitate efficient and appropriate branding decisions It is clarifies, leverages, builds and protects the strength of the company s corporate and product/service brands 3

4 Isn t a single brand the best option? A single monolithic brand structure can offer compelling benefits: Big picture view Provides a clear reference and accelerates a consistent brand culture Economies of scale A focused effort often has more impact and thus economies of scale Clear parentage Simpler to recognise, universal credibility, common values 4

5 Brand architecture conventions But how well is the single brand able to successfully connect with all audiences? Investors Suppliers Employees Influencers Brand Customer A Media Partners Customer B Customer C 5

6 Brand architecture conventions monolithic Branded house Corporate Brand product descriptor Shared house Corporate Brand Product Brand House of endorsed brands Product Brand corporate brand House of brands Product Brand autonomous 6

7 Branded house 1 Series 3 Series 5 Series 6 Series 7 Series X Series Z Series 7

8 Branded house (with extensions) 1 Series 3 Series 5 Series 6 Series 7 Series X Series Z Series 8

9 Shared house 9

10 House of endorsed brands overt endorsement covert endorsement

11 House of brands 11

12 House of brands 12

13 Considerations...

14 Considerations? What are the relative strengths of the house versus the product brands? How much would be compromised by creating a more coherent group brand presence versus the associated benefits? How different are the audiences for the various products that currently take a different approach to naming/positioning and to what extent does this merit a different approach to branding? How different are the future business development strategies for the various offerings. To what extent will this affect the level of autonomy required? How much variation is there by geographical region? Does this necessitate a different approach to the brand? How relevant and valuable is the halo effect that will be generated by clear endorsement across the branded products and services? 14

15 Considerations? Are there any incompatibility dissonances that exist between the house brand and the product/service brands? (e.g. Danone and Kronenburg) Is the product/service offering inhibited in some way by the house brand? (e.g. Bentley and VW) Do we want to extend the product/service brand into a territory/market that is potentially incompatible with the house brand or in which the house brand might become a negative? (e.g. Head & Shoulders with P&G in Iran) Will the house brand association inhibit the focused ownership of a particular category? (e.g. Go airlines within the BA house) Is there a distribution conflict whereby the same brand might look incongruous coming from different directions - software from one supplier, consultancy from another? (e.g. Morgan Stanley credit card) 15

16 Considerations? While monolithic brands (branded house) tend to be stronger, better focused and more cost-effective to develop than autonomous brands (house of brands), they demand a high level of consistency to retain their integrity. For this reason, a monolithic brand architecture tends to be be less flexible in embracing different product/service propositions and this needs to be taken into account where such flexibility is likely to be a factor in the future. Example: BMW (monolithic across all BMW-branded products/services) with brand extensions Mini and Rolls-Royce BMW global homepage ( BMW group brands ( 16

17 Brand Types

18 Brand types Brands that tend towards lifestyle rather than function are generally more flexible in embracing different product/service propositions: Heart Function Benefit Performance Personality Lifestyle Mind 18

19 Brand types Heart Function Benefit Performance Personality Lifestyle Mind 19

20 Questions? lucasbrand