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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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!
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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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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.
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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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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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I like your post so much. Brandharvest is leading company to making brand strategy and brand consulting in India. Thanks for sharing this post with us. http://www.brandharvest.net/brand_strategy.htm
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Thanks for this post. Branding is the most important thing to get the product more popular and known among the customer. For this proper publicity and marketing strategy should be made. The person who is planning to launch a new project on web may take the help fro any expert or an ebay Consultant so that they find it easier to compete with others.
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Hii… this is great post on Brand Strategy. I would like to add more that Brand Harvest is one of the leading companies that provide services to design Brand architecture. Thanks for sharing this post with us.
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