- Should we have one brand or two?
- How should our brand promise play out at each level of branding?
- How many levels of branding should there be, and how does each level manifest itself?
- How can we reduce our brand architecture down from five levels of branding to two levels of branding?
- What is the architecture that creates the most coherent portfolio?
- How is each subbrand positioned against every other subbrand?
- How do we transition a product out of the architecture?
- How should category descriptors and product descriptors be handled vis-à-vis the architecture?
- How do we create more consistency in brand endorsement?
- Should these two brands be combined?
- Which brand’s identity system should be dominant?
- How will we determine the identities of new products, services, and programs?
- How do we create naming coherence across our brands?
- Should our organization build a dominant umbrella brand?
- If so, should there be other subbrands?
- If so, which ones?
- What should the dominant umbrella brand be?
- If there is a transition in the umbrella brand, how should this transition occur?
- Should we combine these subbrands into one brand?
- Should we change our subbrand structure to better match the way our consumer segments are evolving?
- How do we address naming of internal programs?
- What do we do with our newly acquired brands? How should they fit into our portfolio?
- How do donor-named entities (supported by large donations) fit into the brand architecture?
- How should we cobrand with strategic partners?
- How do we express ingredient brands?
This blog provides practical information on brand research, strategy and positioning. It also covers brand equity measurement, brand architecture, brand extension and other brand management and marketing topics.
Monday, June 1, 2015
Brand Architecture Questions
We have worked with a large number of organizations that have needed help addressing brand architecture issues. Here are some of the issues that our clients have asked us to help solve:
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