UGBA 10 Lecture Notes - Lecture 8: Energizer, Carbonation, Caffeine

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

Document Summary

Architecture aims to optimize 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, websites, etc. all need to be called something. How these names relate is the difference between brand coherence and brand confusion. The optimal architecture usually does not line up neatly with internal organizational structures a(cid:374)d that(cid:859)s okay! Pros builds equity in strong stand-alone brands and insulates them from one another. Leverages strong master brand while building and protecting diverse businesses. Requires planning to avoid confusing customers or diluting the master brand. Results in strong master brand and allows for maximum marketing efficiency. Can be difficult to extend into new categories. Architecture guides decisions about innovation and investment as portfolio brands portfolio to risks from any one business. compete for resources. Significant contributor to (cid:272)o(cid:373)pa(cid:374)y(cid:859)s future sales, perceptions or market position. Also referred to as (cid:858)(cid:271)ra(cid:374)ded e(cid:374)ergizer(cid:859) or sil(cid:448)er (cid:271)ullet.