MKT 510 Lecture Notes - Lecture 8: Frito-Lay, Brand Architecture, Prestige Brands

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Cmkt510 - lecture 8 and 9 - designing brand architecture strategies and. Brand architecture: describes the sum of all of the parts including: brand portfolio, brand hierarchy and brand extensions. How to best build and scale your brand over time. Improve consumer understanding and communicate similarity and differences between individual products. Maximize transfer of equity to/from the brand to individual products to improve trial and repeat purchase. Steps: define brand potential: brand"s vision, boundaries, positioning, identify brand extension opportunity: line or category extensions, branding new products/service: house of brands/branded house approach. Brand portfolio: number and nature of different brands marketed in product class sold by a firm. Goals: maximize market coverage, minimize brand overlap. Roles: flankers, cash cows, low-end entry-level, high-end prestige brands. Brand hierarchy: strategic brand architecture tool, helps to define brand"s current and future potential. Visually shows a brand"s current key relationships and extensions and is a tool to imagine and strategize future opportunities.

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