Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
CHAPTER: 11
Designing and
Implementing
Brand
Architecture
Strategies
Define the key components of brand architecture.
Outline the guidelines for developing a good brand portfolio.
Assemble a basic brand hierarchy for a brand.
Describe how a corporate brand is different from a product
brand.
Explain the rationale behind cause marketing and green
marketing
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Learning Objectives
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Developing a Brand Architecture
Strategy
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Step 1: Defining Brand Potential
The brand vision
The brand boundaries
The brand positioning
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Three important characteristics:
Brand extension is a new product introduced under an
existing brand name.
Line extensions: New product introductions within existing
categories
Category extensions: New product introductions outside
existing categories
Equity implications of each extension needs to be understood
in terms of:
Points-of-parity
Points-of-difference
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Step 2: Identifying Brand Extension
Opportunities
New products and services must be branded in a way to
maximize the brands overall clarity.
Branded house and house of brands strategy.
Sub-brands: Brand extension in which the new product
carries both the parent brand name and a new name.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Step 3: Branding New Products and
Services
Copyright 2015 Pearson India Education Services Pvt. Ltd.
To Sum Up
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Brand Portfolios
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Figure 11-3: Possible Special Roles
of Brands in the Brand Portfolio
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Flankers
To create stronger points-of-parity with competitors brands.
Fighter brands must not be so attractive that they take sales
away from their higher-priced comparison brands.
If they are connected to other brands in the portfolio, they
must not be designed so cheaply that they reflect poorly on
other brands
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Protective or Fighter Brands
Cash Cows
Due to their sustainability without any kind of marketing.
Milked by capitalizing on their reservoir of existing brand
equity .
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Despite dwindling sales, some brands are retained:
Sub-brands leverage associations from other brands while
distinguishing themselves on price and quality.
Role of a relatively low-priced
customers to the brand franchise.
Role of a relatively high-priced brand: To add prestige
and credibility to the entire portfolio.
brand:
To
attract
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Low-End, Entry-Level or High-End,
Prestige Brands
To minimize overlap and get the most from the portfolio, each
brand-name product must have:
Well-defined roles to fulfill for the firm.
Well-defined positioning indicating the benefits it offers to
consumers.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
To Sum Up
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Brand Hierarchies
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Levels of a Brand Hierarchy
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Corporate or Company Brand Level
Corporate image: The consumer associations to the
company or corporation making the product or providing the
service.
Relevant when the corporate or company brand plays a
prominent role in the branding strategy.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Highest level of hierarchy
Used in more than one product category but is not
necessarily the name of the company or corporation.
Also called a range brand or an umbrella brand.
If the corporate brand is applied to a range of products, then
it functions as a family brand too.
If the products linked to the family brand are not carefully
considered, the associations to the family brand may become
weaker.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Family Brand Level
Restricted to essentially one product category, although
multiple product types may differ.
Customization of the brand and all its supporting marketing
activity.
If the brand runs into difficulty or fails, the risk to other
brands and the company itself is minimal.
Disadvantages of difficulty, complexity, and expense of
developing separate marketing programs.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Individual Brand Level
Brands should distinguish according to the different types of
items or models.
Modifier: Designate a specific item or model type or a
particular version or configuration of the product
Function
of modifiers is to show how one brand variation
relates to others in the same brand family.
Help make products more understandable and relevant to
consumers.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Modifier Level
Product Descriptor
Helps define the relevant competition in consumers minds.
In the case of a truly new product, introducing it with a
familiar product name may facilitate basic familiarity and
comprehension.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Helps consumers understand what the product is and does.
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Designing a Brand Hierarchy
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Designing a Brand Hierarchy
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Figure 11.7: Branding Strategy
Screen
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Corporate Branding
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Corporate Image Dimensions
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Many intangible brand associations can transcend the
physical characteristics of products.
Provides valuable sources of brand equity and serves as
critical points-of-parity or points-of-difference.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
To Sum Up
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Managing the Corporate Brand
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Brand Architecture Guidelines
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Key aspect of managing brand equity is adopting the proper
branding strategy.
Brand architecture strategy for a firm identifies which brand
elements a firm chooses to apply across the various
products.
Brand-product matrix is a graphical representation of all the
firms brands and products.
A firm may offer multiple brands in a category to attract
different market segments.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
To Sum Up
A brand hierarchy reveals an explicit ordering of all brand
names by displaying the number and nature of common and
distinctive brand name elements across the firms products.
Corporate or family brands can establish a number of
valuable associations to differentiate the brand.
Firms now employ cause-marketing programs designed to
align their brands with a cause of importance.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
To Sum Up
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
Thank you.