Brand Architecture Design as a Revenue Stream

Brand architecture comprises of facets of a brand. An architecture is simply a representation everything that is owned by a brand across its range.

Brand architecture is a higher-level plan of the brand eco system. It’s about building one brand and representing its core value across its range under one umbrella to showcase the diversity yet unification. If multiple brands, the relationship can be mother, child, parent, etc. Configuring the brand architecture before choosing which assets to build is a vital step. It helps the board develop the assets that will take the business beyond the ‘reputation’ stage.

Once this is clear, any product defined as a sub brand can be relative to the umbrella brand in order to create a clear distinction. Then starts the visible cycle of revenue generation which can likewise be segregated to achieve individual SBU profits & loss.

Most marketers visit the mode of brand architecture only during rejuvenation. During times of change, like mergers, acquisitions, rebrands and product launches. And, at those times, understanding the relationships between the brand names in your company’s portfolio is essential. Brand architecture design is a relative approach to keep a track on all P & L activities, measured at ease due to a simpler umbrella brand thereby imbibing best of the parent brand to child brands.

As a requirement, brand architecture design should be made as a mandate before any organization begins its branding exercise.

Fully realizing the power of brand architecture starts with documentation. You must spend time outlining the relationships within your company’s portfolio. How do your current brands, sub-brands and products relate to one another?  How do their market positions relate to one another?

All brand architecture strategies fall into one of two approaches, a branded house or a house of brands. In a house of brands strategy, the company name is not identified at all. Instead, product names drive purchases. A branded house strategy has one unique brand name that motivates purchases and offers value. Many organizations use a hybrid or variation of one of the two approaches.

Here are few common brand architecture examples that will help you define your existing strategy:

Four Brand Architecture options:

·         Sub-Brands: There is one corporate trademark and sub-brand trademarks. For example: Apple iPad.

·         Masterbrand: There is only one trademark and then descriptive names. For example: AT&T Device Protection & Control.

·         Freestanding Brands: There are many brands, speaking to many different audiences designed to stand apart. For example: Pringles, Old Spice, Gillette are all freestanding brands of Proctor & Gamble.

·         Endorser Brand: There are product brands linked together by an endorsing brand. For example: Oreo Cookies by Nabisco

By

Deepak Bhatia,

Integrated Corporate Practice

DY Works

Perception Management in Corporate Branding

To begin with, Perception management is a term originated by the US military.
Another term used for perception management is impression management subtly defined as an attempt to control the perceptions or impressions of others. Targets are likely to use impression management tactics when interacting with perceivers who have power over them. Several impression management tactics include behavioral matching between the target of perception and the perceiver.

As we know, brands always evoke emotions. From these emotions, form perceptions. Hence in corporate branding, perceptions become an integral part of brand management. Overall, perception management therefore becomes a science to deal with.
Perception management cannot be managed individually without it being a part of the overall brand management process.

Now the question is- where do we find such perceptions happening and possibly capture them?
Social Media is a possible platform wherein different perceptions can be captured.
In the corporate world, perceptions are important and mapping them is equally important as it adds to the overall dynamics existing in the corporate world. To showcase this to the external as well internal audience, the same has to be capsulated via the branding route. Brand perceptions are much more often created by the product or service experience itself than from brand communications or any such campaigns. Brand campaigns are much more effective in building brand awareness than it is in creating or changing brand perceptions. It doesn’t mean that branding cannot be used to help change perceptions, but it can’t do it unless the perception management in the entire gamut of branding is captured.