2. BRAND ARCHITECTURE
Designed to organize and
structure a brand portfolio by
specifying the nature of
relationships between brands.
3. BRAND ARCHITECTURE
A Branded “House”
General Electric
(many businesses under GE umbrella)
A House of Brands
Proctor & Gamble
many brand name personal care products
with no direct P&G branding)
4. BRAND ARCHITECTURE
1. The ”Master” Brand
2. ”Sub” Brands
(e.g. Gordon Athletics)
3. “Endorsed” Brands
Stand-alone entities with a connection
to master brand
(e.g. La Vida)
5. BRAND MANAGER
Responsible for a product or service’s overall image.
Ensures all marketing activities reinforce brand equity.
Develop (e.g. research) and manage data to inform and guide
brand strategy decisions.
Notas do Editor
LOOKING AHEAD TO YOUR TEAM ROLE AS ‘BRAND DOCTORS’