UGBA 10 Lecture Notes - Lecture 25: Cash Cow, Energizer, Brand Architecture

• School: Berkeley
• Department: Business Administration Undergraduate Program
• Course: UGBA 10
• Professor: John Briginshaw

Document Summary

Optimizing the hierarchy, linkages, and roles of brands within the portfolio in support of the business strategy. Products, business units, specific services, marketing programs, features, line extensions, apps, web sites, all need names. How the names relate is the difference between brand coherence and brand confusion. Aligns business and brand goals by defining clear roles, relationships, and investment priorities among portfolio brands. Helps organizations structure their brands and products to drive value and growth through greater. Gives coherent face to the offering and business strategy. Distinguishes strategic brands from others in the portfolio. Extends equity by defining the relationships between brands. Optimal architecture usually does not line up neatly with internal organizational structure. Independent brands, each maximizing its impact on the market. Builds individual strong brands for category dominance. Limits risk by containing brand reputations (good for high risk industries) Builds equity in strong stand-alone brands across a wide range of. Leverages strong master brand while allowing flexibility.