My latest post is out on MarketingDaily. This one is about brand architecture and, specifically, the usefulness of brand value as a way to evaluate brand architecture options.
Brand architecture is almost always about trade-offs--a single brand strategy may be very efficient but you may lose the ability to focus on a particular customer or market segment whereas a P&G-like house of brands strategy is all about focus but is much more expensive to operate.
Brand value thinking boils down decisions into an evaluation of costs and benefits--will the customer be willing to pay more for a benefit than it costs the company to create that benefit? Such thinking puts a premium on simplicity and challenges businesses to look for sources of inefficiency and waste.
There can be strong arguments for going to market with a portfolio of brands but there's no excuse for wasting money supporting a complicated and expensive brand architecture if it's not paying its way.
In brand architecture, less is often more.
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13 comments:
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Very well said and i appreciate your working.
brand architecture: It’s not only a logo, but it’s a consistent identity, a representation of a set of values and a way to attract new clients and retain existing ones. So brand development is much important as you said.
Great post! It was very interesting to read and had a lot of great points. It is important to have lots of brand value as well as brand differentiation to position yourself as competitive in this marketplace. A big piece of that is brand management and reputation management companies. Thanks for posting!
Well written post thanks for sharing,
With the changing time and growing online communities needs more specific products and services. It is not necessary to promote one business with only on strategy we need different plans to deal with different communities.
Suraj Rajwani
That's really a nice post from your. I am favourite of building Brands and i am highly interested in corporate Branding. Lots of appreciation for you. Cheers!
I am new to the blogging stuffs so i do not have an idea to express my thoughts over her.
gotowe prace
I was pleased to read your post, keep up the good work.
Hi there! You have such a wonderful post! I can really relate to what you have written here. Thank you for sharing this very interesting and informative post. I'll be looking forward for your other posts as well. Keep it up! C.A. Courtesy takes brand marketing and product demonstrations to the next level.
Brand Marketing New England
Good work…unique site and interesting too… keep it up…looking forward for more updates.
Very informative review. I really appreciate how ways were laid. Very interesting.
Pretty good post. I just stumbled upon your blog and wanted to say that I have really enjoyed reading your blog posts.
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At Brand Harvest we follow a multi pronged approach in developing branding strategy. An effective brand strategy will create a unique identity that will differentiate you from the competition.
Great thoughts you got there, believe I may possibly try just some of it throughout my daily life.
Architecture Building
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