Brand relationship spectrum
Brand relationship spectrum is one of the most important parts of brand architecture of any organization.
Every brand manager should be familiar with 4 basic brand strategies and 9 brand sub-strategies.
4 basic brand strategies and 9 brand sub-strategies
By definition brand structure, brand portfolio or brand spectrum is “only” a set of brands across countries, businesses, and/or product-markets. Of more importance than appropriate terminology is that you manage your brands. Not to manage your brands could prove very costly to your organization. Maybe the most know portfolio management process comes from Boston Consulting Group, namely BSG matrix. In branding we could also speak of Strategic Brand, Linchpin Brand, Silver Bullet, and Cash Cow brands. Brand relationship spectrum is more detailed picture of your brand portfolio. Every brand manager should be familiar with four basic brand strategies and nine brand sub-strategies.
At the bottom part of the brand relationship spectrum we have branded house basic strategy with sub-strategy Same Identity. Ones Nokia was excellent case but not so any more. BMW brand remains typical corporate umbrella brand with the same identity for all its brands. Every BMW car has only an appropriate number attached to its brand name. Extremely efficient branding, no doubts about that.
Next on the ladder of the brand relationship spectrum is subbrands basic strategy with Co-drivers and Master Brand as Driver as two sub-strategies. Gillette Mach3 is a case of co-driver whereas HP Deskjet is a case where master brand HP is the main driver of Deskjet. Calvin Clein is and was a strong endorser for the Obsession fragrance.
In the endorsed brands strategy we have three substrategies. Taken Endorsement, Linked Name, and Strong Endorsement. Calvin Clein is and was a strong endorser for the Obsession fragrance. McMuffin is a linked name with we all know who. Universal Pictures used to endorsed be a Sony Company but it seems not so anymore.
House of brands
And the on the upper part of the brand relationship ladder we have house of brands strategy. Perfected by some of the most known fast moving consumer goods companies. The case of Shadow Endorser is Lexus where usually consumer knows it’s a car from Toyota. But at the end of the spectrum we have brands that don’t have any connection whatsoever with the corporate brand. Usually consumer doesn’t know who is the company behind these brands. Sometimes such brands from the same company even compete between themselves. Although it has to be noticed, recently every company has realised that corporate umbrella is important and started to link its independent brands more to the corporate umbrella brand.
Douglas with co-authors. 2001. Executive Insights. Integrated Branding Strategy Across Markets: Developing International Brand Architecture in Journal of International Marketing.
Davidson. 2002. Portfolio managing matters in Brand Strategy.
Aaker and Joachimsthaler. 2000. Brand Leadership.