品牌架构-一个视觉表现的实践者-英文版报告.pptVIP

Definition of brand architecture and classification of different brand architecture strategies Objectives of the study and sample profile Hypotheses resulting from the study Limitations of the study Discussion Definition of brand architecture Comparison of two competitors - using a totally different brand architecture strategy despite a comparable structure of their store brand and private labels portfolio Objectives of the study Evaluation of advantages and disadvantages of different types of brand architecture strategies by practitioners regarding - consumer market capital market labor market employees (corporate culture) Identifying brand roles in the brand portfolio Finding out key factors influencing the brand architecture strategy Collection and description of case studies regarding brand architecture strategies Objectives regarding the sample Respondents from advertising agencies, brand consultants and market research companies with regard to their client‘s brand architecture strategy. Sample profile 94% (29 of 31) of the companies have at least one silver bullet usually pointed out in advertising but often no “sales driver” 90% (26 of 29) have strategic brands that are supported by the company (may be identical with the silver bullet of the company) 63% (17 of 27) of the companies have cash-cows in their brand portfolio 88% (22 of 25) believe that their brand portfolio as a whole is more valuable for the company compared to the sum of brand equity of single brands Some Hypotheses resulting from the study Limitations Sample of advertising agencies, brand consultants and market research companies (with regard to their clients brand architecture strategy) * Department of Advertising and Marketing Research * Brand Architecture - A View of Practitioners Marina Dabic, Günter Schweiger, Andreas Strebinger Department of Advertising and Marketing Research  Vienna University of Economics and Business Administration June 25th 200