Holicent
VIP Contributor
Brand architecture and portfolio management are two important concepts in brand strategy that help companies organize and manage their brand portfolio.
Brand architecture refers to the way a company organizes and structures its brand portfolio. There are several types of brand architecture, including:
Monolithic: A single brand name is used for all products and services. This is commonly used by companies like Apple and Nike.
Endorsed: Products and services have their own brand names, but are endorsed by the company's master brand. This is commonly used by companies like Procter & Gamble and Marriott.
Hybrid: A combination of monolithic and endorsed brand architecture, where some products have their own brand names while others use the master brand name.
Portfolio management refers to the process of managing a company's brand portfolio to ensure that it is optimized for growth and profitability. This involves analyzing each brand's performance, identifying opportunities for growth and improvement, and making strategic decisions about which brands to invest in and which to divest.
Companies can benefit from portfolio management and effective brand architecture:
Streamline their brand portfolio and reduce complexity.
Increase brand equity by focusing resources on the most profitable and valuable brands.
Improve brand consistency and coherence by aligning brand architecture with business strategy.
Optimize brand performance by identifying and addressing underperforming brands.
Overall, brand architecture and portfolio management are important tools for companies to effectively manage and grow their brand portfolio, while also ensuring a cohesive and consistent brand identity.
Brand architecture refers to the way a company organizes and structures its brand portfolio. There are several types of brand architecture, including:
Monolithic: A single brand name is used for all products and services. This is commonly used by companies like Apple and Nike.
Endorsed: Products and services have their own brand names, but are endorsed by the company's master brand. This is commonly used by companies like Procter & Gamble and Marriott.
Hybrid: A combination of monolithic and endorsed brand architecture, where some products have their own brand names while others use the master brand name.
Portfolio management refers to the process of managing a company's brand portfolio to ensure that it is optimized for growth and profitability. This involves analyzing each brand's performance, identifying opportunities for growth and improvement, and making strategic decisions about which brands to invest in and which to divest.
Companies can benefit from portfolio management and effective brand architecture:
Streamline their brand portfolio and reduce complexity.
Increase brand equity by focusing resources on the most profitable and valuable brands.
Improve brand consistency and coherence by aligning brand architecture with business strategy.
Optimize brand performance by identifying and addressing underperforming brands.
Overall, brand architecture and portfolio management are important tools for companies to effectively manage and grow their brand portfolio, while also ensuring a cohesive and consistent brand identity.
