Brand Portfolio and Architecture
Most companies operate multiple brands alongside the parent or corporate brand. Brand portfolio and architecture strategy helps customers to easily navigate your different offerings, and purchase the product you want them to. Target the right product to the right customer, and seize every market opportunity.
An expertly managed brand portfolio and architecture is crucial to overcoming many challenges in a competitive marketplace. It helps consumers to navigate a company’s many brands, interact with both the master and sub-brands, and form opinions about the entire family of brands.
Having a clearly laid out brand portfolio and architecture also helps a company to understand how it should develop new brands, products, and markets. It provides a road map for developing strong brand identity, and helps a company to communicate the value proposition for the entire brand family by fully leveraging both the master and sub-brands.
We recognise that many marketing conflicts and challenges are caused by an underlying brand portfolio or architectural misalignment. The most appropriate set up varies from company to company based on the market, the capabilities of the firm, its competitors, and its objectives.
The approach for a market leader launching a fighter brand is very different from the approach for a challenger brand trying to diversify into new markets. The approach for a conglomerate operating a house of brands is different from a strong corporate brand deciding to rely on an endorsement brand strategy.
Getting brand portfolio and architecture right can make all the difference between a weak and confused offering and a strong, successful, and respected family of brands.
We apply our deep, functional expertise on hard data in a holistic fashion to provide real value to our clients. This is especially crucial when it comes to diagnosing and structuring robust brand portfolio and architecture for our clients.
We work with internal stakeholders through workshops and interviews to map out the internal challenges. This is then combined by a deep market analysis, seeing things from the perspectives of customers and competitors. Our approach reveals challenges and opportunities of various options. By collaborating closely with our clients, we are able to design a clear roadmap for the future.
We believe that the whole is greater than the sum of its parts. By optimising every component of the brand family, we deliver multiplicative success for our clients.
Every brand is an opportunity and an important member of the family. An appropriate family structure provides clarity – for customer to spend, and for companies to invest. A strong relationship between the master brand and sub-brands, and amongst sub-brands, helps to generate compound returns on investment.