Brand Architecture Managing a Brand Portfolio and Brand ......• Tagline development • Brand...

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Brand Architecture Managing a Brand Portfolio and Brand Relationships

Transcript of Brand Architecture Managing a Brand Portfolio and Brand ......• Tagline development • Brand...

Brand Architecture

Managing a Brand Portfolio and

Brand Relationships

Working with companies large and small

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By the author of Merriam’s Guide to Naming

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Brand architecture: Managing and organizing the

type, number, relationships and purpose of brands

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Key considerations:

1. How does my company brand relate to my product brands? How do they

relate to one another? What is the best role for the company brand?

2. Are sub-brands and brand extensions the way to go? What are the options?

3. Do I have true brands that are delivering value to my company or do I have

a collection of names? How can I tell which is which?

4. How many brands does my company need? What brands are strategically

valuable and worthy of continued investment?

5. What drives consumer preferences? How do my customers buy?

6. What are the pros and cons of my current brand portfolio structure? How

will future decisions impact it?

7. Would a change in my architecture give me an opportunity to dominate a

market segment?

Brand architecture options:

Unitary structure

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Brand architecture options:

Multiple unrelated brands

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Brand architecture options:

Hybrid structure

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Which is the best brand architecture structure?

It depends on strategic considerations:

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Which is the best brand architecture structure?

It depends on strategic considerations:

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Many companies have a formal process for deciding

what to name: Example 3M

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Further reading

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“The Name Game,” Salon, http://www.salon.com/1999/11/30/naming/

“The Science of Naming Brands,” The Atlantic,

http://www.theatlantic.com/business/archive/2011/05/the-science-of-naming-

brands-from-ipad-to-ice-cream/238820/

“Brand Naming,” Fast Company,

http://www.fastcompany.com/resources/marketing/post/060605.html

“The Problem with Bad Product Names,” Engadget.com

http://www.engadget.com/2011/11/11/editorial-the-problem-with-bad-

product-names-and-what-we-can-le/

“8 Principles of Product Naming,” Fast Company,

http://www.fastcompany.com/1819418/the-8-principles-of-product-naming

Thank you!

Further reading

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“The Name Game,” Salon, http://www.salon.com/1999/11/30/naming/

“The Science of Naming Brands,” The Atlantic,

http://www.theatlantic.com/business/archive/2011/05/the-science-of-naming-

brands-from-ipad-to-ice-cream/238820/

“Brand Naming,” Fast Company,

http://www.fastcompany.com/resources/marketing/post/060605.html

“The Problem with Bad Product Names,” Engadget.com

http://www.engadget.com/2011/11/11/editorial-the-problem-with-bad-

product-names-and-what-we-can-le/

“8 Principles of Product Naming,” Fast Company,

http://www.fastcompany.com/1819418/the-8-principles-of-product-naming

About Merriam Associates

Lisa Merriam has made a career of helping companies

build and manage brands. Her expertise is focused on

strategic brand development and managing strategy-

based brand design including naming, logos, visuals

systems, brand launch and implementation. She has been

an independent consultant since 2003, serving large,

well-known companies, as well as small, fast growth

companies.

Branding Expertise

• Naming

• Tagline development

• Brand strategy including brand story, attributes, positioning, and brand

architecture

• Identity design including logos and design systems

• Copy writing (digital, traditional, and search engine optimized) and collateral

design

• Web video production including man-on-the-street testimonials

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Selected clients

Canon

Westfield Malls

Kay Jewelers

Jamba Juice

Chevron

Kirch & Co.

Disney Live!

Lancome

ADP

Chevron

Ralph Lauren

PwC

Cablevision

The Hartford

Uganda/Focus on Africa

Reed Elsevier

Lexis Nexis

Johnson & Johnson

Unison Telecom

BMW

Land Rover

US Navy SEAL Museum

Geomentum

Thomas Publishing

YMCA

Western Union

European Space Agency

Lip Fusion Cosmetics

Kore Sportswear

Kay Jewelers

Lisa Merriam

[email protected]

917-596-8011