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 […]
Model of four basic brand strategies and nine substrategies might seem to complicate for some organizations. In that sense simpler model has been developed. In the figure presented at each end we have strong and weak corporate brand endorsement positions. Source: Rajagopal and Sanchez, R. 2004. Conceptual analysis of brand architecture and relationships within product categories in Journal of brand management.
The main purpose of your brand architecture should be: Determine a set of your most powerful brands. Establish a platform for future growth. Determine optimal allocation of branding resources, synergy in creating brands, clarity on offerings and not least to leverage your brand assets. To accomplish such an ambitious goal an organization needs to manage its brand portfolio if possible on the continuous and strategic level. Responsible member of the board of directors should have organizations brand portfolio hanging on […]
My thesis was a work in progress (if interested, check out the thesis’ blog) lasting from the end of my MBA study in June 2005. At the time Vizuarna as a company was not even born yet. I was writing a blog about my thesis, regularly since August 2009. As a sort of disciplining myself. And now I made it, till the end. That last step was thesis presentation. I’m very proud of the presentation itself. But, see it and […]