Brand Architecture: Building Brand Value ~ Brand Mix

Wednesday, March 28, 2012

Brand Architecture: Building Brand Value


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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26 comments:

Branding and Advertising said...

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Addy said...

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.

Cecilia Tyson 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!

Suraj Rajwani said...

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.

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PrintMediaConcepts said...

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!

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social network for entrepreneurs said...

I was pleased to read your post, keep up the good work.

Jackie Champion said...

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.
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hplaptopdubai said...

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.

Unknown said...

Great thoughts you got there, believe I may possibly try just some of it throughout my daily life.

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Murphy Sarah said...
This comment has been removed by the author.
Matthew Steffen said...

It's an awesome post regarding brand architecture and, specifically, the usefulness of brand value. I appreciate your well described writing. Thanks for sharing.


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harsh kumar said...

Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product. brand building agency is the one who understands your brand help to boost up !

raj patil said...

This information is related to branding strategy
and very important for newcomers in business.
It's always useful in business.

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Ariel Morgan said...

Very interesting stuff. I found another good take on this at strat-talking http://strat-talking.com/brands-as-tools/

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ramdin khan said...

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Abu Nizar al-Hasan said...

Good post!
Building a brand value is much important in today’s competitive world. Marketing with relevant information on your website is another good strategy. Relevant information using virtual tour can be a good step.

 
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