UGBA 10 Lecture Notes - Lecture 32: Brand Architecture, Apple Watch, Williams-Sonoma
23 May 2018
School
Course
Professor
Architecture April 27
I. Brand architecture
• Brand architecture: how your portfolio relates and how you face your competitor; it is the face of
your business strategy and where you plan to go
o Management of products and service offerings
o Brand architecture is part organization and part military strategy
o It simplifies the brand so that customers can build relationships with different products at the
same time ie: Mii sells to Mii ustoers, BMW’s sell to BMW ustoers, ee though they
are all under the same company)
o Brands are not always overtly linked (ie: West Elm falls under William Sonoma)
• Brand architecture definition: architecture is about optimizing the hierarchy, linkages, and roles of
brands within the portfolio in support of the business strategy that suggest/imply the brand (ie:
Apple Wath is ot uder the I rad; this is a strategy so that differet earales a e reated
under the Apple Watch)
II. Benefits of a clear architecture
• Brand architecture helps organizations structure their brands and products to drive value and
growth though greater:
o Clarity: gives a coherent face to the offering and business strategy so customers can
understand what you are offering
o Efficiency: enables brand leverage without overstretching (ie: marketing leverage for Gap
because it is under Gap Inc.)
o Focus: distinguishes strategic brands from others in the portfolio
o Growth: extends credibility from existing, successful brands ie: Apple’s e ar ould gie it
more growth/credibility since it is a product under Apple)
o Equity: extends equity by defining the relationships between brands (ie: Courtyard by
Marriot is more successful because the Marriot brand is credible)
III. Takes an outside-in view
• Optial arhiteture usually does’t lie up eatly ith iternal organizational structures
• Helps aigate a opay’s offerigs ie: portfolio: Tazo, Eolutio, ad other rads
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