Brand architecture
Managing multiple brands in coordination, underpinned by a sound brand architecture that creates structure and synergy, maximises the competitiveness of a brand portfolio.
What we can do for you
We believe that a brand portfolio strategy, which assigns different brands to different products and services to cater to different customers, and to manage multiple brands as a coordinated portfolio, needs to be aligned with the overarching business strategy, and with brand being a marketing tactic form part of the overarching marketing strategy.
We help you to develop a brand portfolio strategy that defines how to manage the portfolio of brands, and determine whether a single-brand, multi-brand, or cobranding approach for the brand portfolio is right for you. In this process, we advise on what brands to develop, sustain, add, and phase out from the brand portfolio, and identify potential opportunities for private labels, which can enable the organisation to differentiate its products or services, target price-conscious customers, and take advantage of higher profit margins.
We help you to undertake an analysis of the brand portfolio, and identify potential opportunities to expand the scope of a brand by adding a new product or service. In this process, we help you to determine whether a vertical brand extension through upscaling or downscaling, or a horizontal brand extension through associating a brand with a new product or service, is right for you.
We help you to develop a brand architecture strategy that defines how to structure and organise the brands in the portfolio, and determine how they are related to each other through a brand hierarchy.
