What is Branding? Outlining and Understanding Brand Management
Key Concepts & Terminology
|
Key Concepts & Terminology
|
Monolithic brand architecture
Characterized by a strong, single master brand. Customers make choices based on brand loyalty. Features and benefits matter less to the consumer than the brand promise and persona. Brand extensions use the parent’s identity, and generic descriptors. Google + Google Maps FedEx + FedEx Express GE + GE Healthcare Virgin + Virgin Mobile Vanguard + Vanguard ETF |
Endorsed brand architecture
Characterized by marketing synergy between the product or division, and the parent. The product or division has a clearly defined market presence, and benefits from the association, endorsement, and visibility of the parent. iPod + Apple Polo + Ralph Lauren Oreo + Nabisco Navy Seals + the U.S. Navy |
Pluralistic brand architecture
Characterized by a series of well-known consumer brands. The name of the parent may be either invisible or inconsequential to the consumer, and known only to the investment community. Many parent companies develop a system for corporate endorsement that is tertiary. Wharton (University of Pennsylvania) Tang (Kraft Foods) Godiva Chocolate (Campbell Soup) The Ritz-Carlton (Marriott) Hellmann’s Mayonnaise (Unilever) |
|
What is Branding Presentation- 2017
|
Feedback Report- 2017
|
|
|