Overcoming Complex Brand Architecture Issues | Branding Strategy Insider
Given the complexity of current brand architecture, the first thing marketers will want to do is audit the brands, sub-brands, endorsed brands, product names and other named products and services you have today.
Brand Architecture Strategy Guide | Branding Strategy Insider
Brand architecture is defined as the logical, strategic and relational structure for your brands or put another way, it is the entity’s “family tree” of brands, sub-brands and named products. Brand architecture addresses each of the following:
3 Considerations For Brand Architecture Design | Branding Strategy Insider
When companies introduce a new offering as part of their brand architecture, they need to consider the new offering’s relationship with the company’s other brands.
Exploring The Value Of Sub Brands | Branding Strategy Insider
Regular readers of Branding Strategy Insider know we welcome and answer marketing questions of all types. Today, Christine, a VP of Marketing in Detroit
Brand Architecture And The Parent Brand Threat | Branding Strategy Insider
If target consumers become aware of the parentage of certain brands, it can undermine their brand image and result in widespread rejection in the market.
Branding: The Sense In Contradiction | Branding Strategy Insider
One of the wonders of marketing is the continued ignorance of consumers when it comes to matters of brand architecture. Most shoppers remain totally unaware of the ownership of the brands that they consume.
Branding, Acquisition & Transition | Branding Strategy Insider
It is critical for companies that grow through acquisition to provide the acquired companies with the following tools for brand transition.
Profit Edging Sales In The Great Car Race | Branding Strategy Insider
The race to be the world's biggest car manufacturer has entered the final lap. In January, most analysts were predicting that Toyota would break General
Big Mac Or Coke: Who's Got It Right?
Throughout the last century Coke and McDonald's exemplified similar approaches to building global brand equity. Now the two will use divergent strategies to avoid becoming retro-cliches. So which has got it right?
Should Your Brand(s) Consolidate? | Branding Strategy Insider
Which brand portfolio strategy should you pursue? Create a merged brand powerhouse, or slim down or sell off brands to become faster and sleeker?
What Brands Can Learn From The Brown Rat | Branding Strategy Insider
Too many marketers grow attached to the brands in their charge and fall into the trap of assuming that every brand deserves life.