Brand Architecture and Product-Market Relationship Spectrum

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Brand architecture and product-market relationship spectrum

Brand architecture organizes and structures the brand portfolio by specifying brand roles and the nature of relationships between brands and different product-market contexts. Well-structured and managed brand architecture can generate clarity, synergy, brand leverage rather than a diffused focus, marketplace confusion, and brand building waste. (Aaker & Joachimstaler, 2009: 102).

- Endorsers
An endorsement from an established brand creates credibility to the offering that is being endorsed. (Aaker & Joachimstaler, 2009: 102)

- Subbrands

Subrands are connected to the master brand, but may add to or modify the master brand. (Aaker & Joachimstaler, 2009: 103)

- Driver roles

Driver roles influence the customers’ purchase decision for that brand.

o Brand relationship spectrum

- Branded house

The master brand is the dominant and primary brand. The master brand provides an ‘umbrella’ under which many of its offerings operate. A branded house usually maximizes synergy, as participation in one product market creates associations and visibility that can help in another (Aaker & Joachimstaler, 2009: 119).

- Subbrands

Subbrands can act as drivers to add associations that are relevant to the customer (Aaker & Joachimstaler, 2009: 115). Subbrands can also stretch the master brand into categories where it hasn’t been before. Subbrands can also add a new benefit or attribute to the master brand.

- Endorsed brands

Endorsed brands are independent but still endorsed. The main role of endorsed brands is to add credibility and reassurance to the buyer. (qAaker & Joachimstaler, 2009: 110)

- House of brands

A house of brands contains independent and unconnected brands. (Aaker & Joachimstaler, 2009: 106)

The brand portfolio:

Product market context roles

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