品牌结构优化面子你的业务Brand Architecture Toolkit 082509.ppt

* * * * * * * * * * * Brand Amplitude, LLC All Rights Reserved 2009 Brand Architecture Optimizing the ‘Face’ of Your Business  August, 2009 BrandAmplitude, LLC All Rights Reserved Background Why Brand Architecture? Brand architecture is the external ‘face’ of your business strategy; consumers and customers know you through your brands and your brands support your business strategy.  Brand Architecture Internal Organization Corporate/Center/Region Capabilities/Value Chain Management External Marketplace BU BU BU Offers Offers Offers Offers Offers Offers Offers Offers Channels CustomerSegment 1 CustomerSegment 2 CustomerSegment 3 CustomerSegment 4 CustomerSegment 5 Competitors Competitors Competitors Competitors “Where much of an organisation’s brand-building efforts once focused on acquiring, launching or aggressively extending brands….today’s focus is on trying to get the most from existing brands through better organising and managing brands and brand inter-relationships within the existing portfolio. Rob Osler, “The type-role-purpose brand taxonomy”, Brand Management, July 2007 * Brand Amplitude, LLC All Rights Reserved 2009 * Architecture is Strategic To be effective, each brand needs its own strategy. Brand architecture establishes the optimal interrelationships of brands within a single company. Corporate Business Unit BusinessUnit Products Products It also describes the role of each brand in the corporate portfolio and specifies the linkages between brands. Brand architecture may or may not line up with internal organization structures. Brand Amplitude, LLC All Rights Reserved 2009 A brand’s role is determined by its ability to confer equity to an offer. Understanding brand roles and linkages helps with brand naming decisions. Brand Roles Brand Role Description Example Driver (Master) Drives purchase decision and defines user experience. Most represents the differentiation inherent to the offer. Office