Brand Architecture Depth Examples

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Proprietary & Confiden0al brand growth strategy Brand Architecture Depth Examples Alternatives and Go-to-Market Implications for Industrial Manufacturing Companies Michael Million [email protected]

Transcript of Brand Architecture Depth Examples

Page 1: Brand Architecture Depth Examples

Propr ietary & Confiden0al

brandgrowthstrategy

BrandArchitectureDepthExamplesAlternativesandGo-to-MarketImplicationsforIndustrialManufacturingCompanies

[email protected]

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Diversifiedindustrialbusinessesemployawidevarietyofbrandarchitecturestoconsider

BrandedHouse HouseofBrands

IndustrialAutomaAon

ClimateTechnologies

Petro-chemicals

PowerGeneraAon

PrimaryMetals

NetworkPower

•  Corporateequityisprimary•  Strictvisualguidelines

•  Divisionequityisprimary•  Flexiblevisualguidelines

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GEemploysastrongbrandedhouseormasterbrandstrategythroughouttheenterprise

BusinessLevel

CorporateLevel

ProductLevel Business&GeneralCF700M601

Passport

CommercialCF6CT7

GasEngines:Jenbacher

Wind

Turbines:4.1-113

AdvancedTechnology:Discovery

ProducAvity:

OpAma

EaseofUse:Brivo

GeneralPurposeEdison

CrystalClear

Fluorescent:Ecolux

covRGuard

PowerPlant:FlexEfficiency50

SolarPanels:

78W80W

MONOGRAMPROFILECAFÉ

SPACEMAKER

HowGEintroducesitself:GEisanadvancedtechnology,servicesandfinancecompanytakingontheworld’stoughestchallenges.DedicatedtoinnovaAoninenergy,health,transportaAon,andinfrastructure,

Take-aways:

•  Astrongmasterbrandatthecorporatelevelcansimplifytheporbolio,opAmizeresources,provideimmediatecredibilitytoNPIs,andprovideahugeadvantageincompeAAvesituaAons

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Emersonemploysabrandedhousestrategyatthebusinesslevel,butmaintainsseveralbrandsattheproductlevel

BusinessLevel

CorporateLevel

HowEmersonintroducesitself:Emersonisadiversifiedglobalmanufacturingandtechnologycompany.Weofferawiderangeofproductsandservicesintheareasofnetworkpower,processmanagement,industrialautomaAon,climatetechnologies,andtoolsandstoragebusinesses

ProductLevel

EmersonMotor

Technologies

EmersonStorageSoluAons

EmersonProfessional

Tools

EmersonApplianceSoluAonsNetworkPowerIndustrialAutomaAonClimateTechnologiesProcessManagement

Take-aways:•  TheEmersonapproachbuildsastrongparentbrand,telegraphswhichmarketstheyarecommieedto,andprovidesflexibilityforacquisiAonsandproductbrands

•  Whilehavingseveralbenefits,especiallyforcross-businesscustomers,thisapproachdoesverylieletostructureorsimplifyacomplexproductbrandporbolio

•  Successofthisapproachdependsonsignificantresourcestowardbuildingtheparentbrandanddefiningtherightmarketcategoriesthatarebroadbutspecificenough

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UTCemploysahouseoffew,strongbrandsatthebusinesslevel,visuallytiedtotheparent

BusinessLevel

CorporateLevel

AUnitedTechnologiesCompany

AUnitedTechnologiesCompany AUnitedTechnologiesCompany

AUnitedTechnologiesCompany

AUnitedTechnologiesCompany

HowUnitedTechnologiesintroducesitself:UnitedTechnologiesCorporaAon(UTC)isadiversifiedcompanywhoseproductsincludeCarrierheaAngandaircondiAoning,HamiltonSundstrandaerospacesystemsandindustrialproducts,OCselevatorsandescalators,PraE&Whitneyaircraiengines,Sikorskyhelicopters,UTCFire&SecuritySystemsandUTCPowerfuelcells.

ProductLevel

CommercialEngines:PW2000PW4000

MilitaryEngines:F135

InfinityPerformance

ComfortZone

MilitaryAircrai:BLACKHAWKSEAHAWK

Comm.Aircrai:S-76S-92

PowerFuelCells

Take-aways:•  EstablishesaneffecAvebalancebetweenamoderatelystrongparentbrandandstrongerbusinesslevelbrands–allAedtogetherthroughadesignlanguage

•  Minimizestheneedforproductbranding,byestablishing(andsAckingto)fewbrandsatthebusinesslevel

•  Successofthisapproachdependsoncommitmenttofew,strongbusinesslevelbrands

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Altraalsoemploysabrandedhousestrategyatthebusinesslevel,butmaintainsseveralproductbrandnames

PowerGeneraCon

PrimaryMetals

Rubber Paper Petro-Chemical

Mining MarineBusinessLevel

CorporateLevel

ProductLevel

Take-aways:•  Inanefforttounifyandstandardizetheappearanceoftheporbolio,Altramighthovegonetoofar–anyequityorindividualityinproductbrandsisneutralizedinordertogaincommunicaAonefficiencies

•  Thisapproachassumesthe“A”symbolisastrongenoughvisualtocarrytheenAreporbolio.Italsodiminishesthevalueandintegrityofthelogobyaeachingtosomanyproducts(ubiquitydestroysbrandequity)

•  SimpleproductlinedescripAonswithbrandscuongacrossthoselinesaren’tenoughtostrategicallyorganizetheporbolio(thisisavisualdesign/product-drivensoluAononly,andlacksthesophisAcaAonrequiredforsoluAonselling)

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Textronemploysahouseofbrandsstrategywitheachbusinesslevelbrandhavingalooselinktotheparent

BusinessLevel

ProductLevel

CorporateLevel

HowTextronintroducesitself:Textronisnotonlyoneoftheworld'sbestknownmulA-industrycompanies,itisapioneerofthediversifiedbusinessmodel.

LightTransportaAonAirTransit CableInstallaAon TurfCare AutomoAve FinanceSystems

CitaAonCJ2+CitaAonTEN

206L-4407HueyII

TitalTugHaluster

NETcat CushmanSprayTekEclipse322HybridTri-King

CamshaisFuelSystems

AviaAonFinancingLendingSoluAons

SmartWeapons• AirSensorFuzedWeapon• BLU-108Universal

Take-aways:•  ThisisabrandarchitecturesoluAonforbusinesseswhichhavenosynergiesandaretargetedatverydifferentcustomersandmarkets

•  ThisapproachistypicallyadoptedbyenAAeslikeTextronwhoactprimarilyasholdingcompanieswithverylielesharedservices,centralfuncAons,orcommoncustomers

•  Equityflowbacktotheparentisverylimited,aseachbusiness/brandoperatessomewhatindependently

BusinessDivisionLevel

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ThreelevelsofoperationaldepthtoconsiderOpe

raAo

nalD

epth

OperaConalLevel DefiniCons

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MarkeCngCategoriesOnly •  AcommunicaAvebannerthatexpressesabroadercategorywhichbrandsfallunder

•  Brandsdonotrigidlyfitunderbanners;they“float”acrossthemlikeEmersonorAltra

•  P&LsareAedtobrandswhichfloatacrossmarkeAngcategories

2

Sales/SoluConCategories •  AdedicatedteamchargedwithsellingtheenAreporbolio(toselectlargecustomers)inintegratedsoluAons(valueaddedservicesplusproducts)

•  A“go-to-marketlayer”in-betweenthecorporateandbrand/P&Llevels

•  P&LsareAedtobrandswhichfloatacrosssoluAoncategories

3

OperaConalCategories •  CompletealignmentwithorganizaAonalstructureandP&Ls

•  P&LsareAedtocategoriesANDbrands•  ExcepAonscancomeintheformofinternaAonaldistribuAonarmswhichcarrytheenAreporbolio,andspecialbrandslikeXYZwhichmaycutacrosscategories

MarkeCngBanner

BrandA BrandB

MarkeCngBanner

BrandC

P&L1 P&L2 P&L3

CorporateLevel

Sales/SoluCons

BrandA BrandB

Sales/SoluCons

BrandC

P&L1 P&L2 P&L3

CorporateLevel

Category1

P&L1

Category2

BrandA,B

CorporateLevel

P&L2

BrandC,D

P&L3

BrandE

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