learning objectives 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 branddifferent roles for different brands flankers i.e. protective or fighter brands that create stronger points of parity with competing brandsexampledifferent roles for different brands cash cows i.e. brands kept alive with minimum marketing efforts to capitalize on existing brand equityexampledifferent roles for different brands low-end i.e. entry level brands that attract non-users to the product categorydifferent roles for different brands high-end i.e. high performance brands that add prestige and credibility to the portfoliobrand hierarchy graphical representation of a firm’s branding strategy that displays the number and nature of common and distinctive brand elements across the firm’s products, revealing their explicit ordering example: Nike Jordan Melo M95 levels of brand hierarchy corporate or company brand DAIMLER AG family brand MERCEDES BENZ individual brand SMART modifier PURE, PASSION, ELECTRIC product descriptor COUPE, CABRIOLET, HATCHBACKcorporate or company brand level relevant when it plays a prominent part in the branding strategy due to positive associationsfamily brand level also called range or umbrella brand is used in more than one product categoryindividual brand level restricted to essentially one product category, although multiple product types may differmodifier level a means to designate specific item, model, version or configuration of the productdescriptor level helps consumers understand what the product is and does, and who the competition might be example: sedans | coupes | hatchbacks | SUV | trucksbranding strategy screencorporate branding corporate brand equity is the differential response by consumers, customers, employees, and other firms to the words, actions, communications, products, or services provided by an identified corporate brand. involves: corporate image dimensions managing the corporate brandcorporate image dimensions 1. common product attributes, benefits or attitudescorporate image dimensions 2. people and relationshipscorporate image dimensions 3. values and programscorporate image dimensions 4. corporate credibility expertise, trustworthiness, likabilitymanaging the corporate brand corporate social responsibilitymanaging the corporate brand corporate image campaignsmanaging the corporate brand corporate name changesbrand architecture guidelines 1. adopt a strong customer focus 2. create broad, robust brand platforms 3. avoid over-branding 4. selectively employ sub-brands 5. selectively extend
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