MKT 510 Lecture Notes - Lecture 11: High Tech, Yoplait, Corporate Social Responsibility
Document Summary
Chapter 11: designing and implementing brand architecture strategies. Brand architecture strategy: helps marketers determine which products and services to introduce, and which brand names, logos, symbols, and so forth to apply to new and existing products. There are 3 main steps in developing a brand architecture strategy: defining the potential of a brand in terms of its market footprint . Identifying the product and service extensions that will allow the brand to achieve that potential: specifying the brand elements and positioning associated the specific products and services for the brand. Step 1: defining brand potential during this step there are 3 important characteristics that need to be considered: the brand vision, the brand boundaries, and the brand positioning: articulating the brand vision. Brand vision it the managements view of the brands long-term potential. It is influenced by how well the firm is able to recognize the current and possible future brand equity.
