Learning Objectives
10
“ Brand Management” MK542E Brand Architecture Dr. Dildar Hussain Assistant Professor ESC Rennes School of Business Office No. 315 [email protected] Overview What brand architecture or brand structure is Different branding approaches How to choose an appropriate brand strategy Environmental pressure on branding Learning Objectives Appreciate the concept of brand structure Select an appropriate brand branding approach Examine the growth of licensing and strategic alliances in branding Examine brand structure in international markets 2 Chapter Overview 2
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Transcript of Learning Objectives
“ Bra
nd
Ma
na
ge
me
nt”
MK
54
2E
Bra
nd
Arch
itectu
re
Dr. D
ilda
rH
ussa
inA
ssistan
t Pro
fesso
r
ESC
Re
nn
es S
cho
ol o
f Bu
sine
ss
Office
No
. 31
5
dild
ar.h
ussa
in@
esc-re
nn
es.fr
�O
ve
rvie
w
�W
ha
t bra
nd
arch
itectu
re o
r bra
nd
structu
re is
�D
iffere
nt b
ran
din
g a
pp
roa
che
s
�H
ow
toch
oo
sea
na
pp
rop
riate
bra
nd
strate
gy
�E
nviro
nm
en
tal
pre
ssure
on
bra
nd
ing
�Le
arn
ing
Ob
jectiv
es
�A
pp
recia
teth
eco
nce
pt
of
bra
nd
structu
re
�Se
lect
an
ap
pro
pria
teb
ran
db
ran
din
ga
pp
roa
ch
�E
xam
ine
the
gro
wth
of
licen
sing
an
dstra
teg
ica
llian
ces
inb
ran
din
g
�E
xam
ine
bra
nd
structu
rein
inte
rna
tion
al
ma
rkets
2
Ch
ap
ter O
vervie
w
2
�W
ith m
ore
targ
ete
d m
ark
etin
g, it h
as b
eco
me
�M
ore
com
ple
x
�G
lob
al
�D
yna
mic
�B
ran
ds a
re o
wn
ed
by
oth
er b
ran
ds w
hich
, in tu
rn,
are
ow
ne
d b
y a
no
the
r set o
f bra
nd
s
�B
ran
din
g m
an
ag
em
en
t, no
w a
da
ys, is n
ot
all a
bo
ut m
an
ag
ing
sing
le b
ran
ds b
ut m
an
ag
ing
po
rtfolio
s
33
Intro
du
ction
�S
am
e co
mp
an
y ca
n se
lls pro
du
cts to d
iffere
nt se
gm
en
ts
�D
iffere
nt p
rod
ucts m
ay
be
po
sition
ed
diffe
ren
tly
�S
om
e th
ou
gh
ts ab
ou
t bra
nd
s
�B
ran
din
g, a
n im
po
rtan
t top
ic of in
tere
st for re
sea
rch
�B
eco
min
g d
ifficult to
crea
te n
ew
bra
nd
s
�In
futu
re, b
uild
ing
an
bra
nd
ma
y on
ly be
po
ssible
thro
ug
h a
cqu
isition
�O
the
r issue
s inclu
de
, cha
ng
ing
bra
nd
ma
na
ge
me
nt , ta
keo
vers, h
igh
turn
-ove
r of b
ran
d
ma
na
ge
rs
�Fo
cus o
n e
xistin
g b
ran
ds a
nd
corp
ora
te id
en
tities h
as in
crea
sed
4
From
Bra
nd
Ma
na
ge
me
nt to
Bra
nd
Po
rtfolio
Ma
na
ge
me
nt
4
�B
ran
d p
ortfo
lios a
re re
sult o
f a p
roce
ss
�B
ran
d a
ccum
ula
tion
, tran
sition
, an
d re
du
ction
of b
ran
ds
�O
rga
niza
tion
of re
latio
nsh
ips b
etw
ee
n b
ran
ds
�D
eve
lop
me
nt o
f bra
nd
po
rtfolio
s to g
ain
com
pe
titive a
dva
nta
ge
�T
he
refo
re, b
ran
d p
ortfo
lio d
ea
l with
bo
th th
e in
tern
al a
nd
ex
tern
al e
nv
iron
me
nts
�B
ran
d p
ortfo
lio in
flue
nce
s (CIM
, 20
03
)
�R
& D
�M
arke
ting
reso
urce
s
�C
ost e
fficien
cy
�G
row
th, e
tc. 5
Stra
teg
ic Ba
lan
ce o
f Bra
nd
Po
rtfolio
Ma
na
ge
me
nt -
1
5
�S
ix w
ay
s in w
hich
po
rtfolio
ma
na
ge
me
nt co
uld
en
ha
nce
gro
wth
�C
lea
r prio
ritizatio
n o
f futu
re fo
cus b
y ma
jor m
arke
t
�P
rioritiza
tion
by b
ran
d a
nd
pro
du
ct
�C
on
cen
tratio
n o
f exp
en
ditu
re o
n p
riority m
arke
t,
bra
nd
s an
d p
rod
ucts
�O
pe
ratio
na
l cost sa
ving
thro
ug
h sim
plifie
d b
usin
ess
�D
ispo
sal o
f bra
nd
s tha
t do
n’t fit
�G
ap
filling
by p
rod
uct d
eve
lop
me
nt a
nd
acq
uisitio
n
6
Stra
teg
ic Ba
lan
ce o
f Bra
nd
Po
rtfolio
Ma
na
ge
me
nt -
2
6
�F
ive
step
ap
pro
ach
for
op
timizin
g b
ran
d p
ortfo
lio
�D
ecid
e o
n b
ran
ds to
rev
iew
�S
ho
rtlist all o
f the
bra
nd
s an
d a
na
lyze
ea
ch o
the
r’s
con
tribu
tion
to th
e co
mp
an
y (co
ntrib
utio
n)
�A
ssess b
ran
ds a
ccord
ing
to cu
rren
t ma
rke
t
pe
rform
an
ce (tra
ction
) an
d fu
ture
pro
spe
cts
(mo
me
ntu
m)
�T
he
bra
nd
s are
classifie
d a
lon
g th
ose
thre
e d
ime
nsio
ns
(con
tribu
tion
, tractio
n, m
om
en
tum
) to id
en
tify ch
alle
ng
es a
nd
op
po
rtun
ities a
nd
en
ab
le b
ran
ds to
be
sorte
d in
to
�P
ow
er: A
bra
nd
tha
t ne
ed
s to b
e d
efe
nd
ed
fero
ciou
sly
�Sle
ep
er: A
bra
nd
tha
t with
a little
track
ing
can
bu
ild in
to a
po
we
r bra
nd
�Slid
er: A
valu
ab
le b
ran
d th
at h
as lo
st mo
me
ntu
m a
nd
ne
ed
s imm
ed
iate
inte
rven
tion
7
Stra
teg
ic Ba
lan
ce o
f Bra
nd
Po
rtfolio
Ma
na
ge
me
nt -
3
7
�So
ldie
r: A so
lid b
ran
d th
at co
ntrib
ute
s qu
ietly
with
ou
t ne
ed
for m
uch
ma
na
ge
me
nt a
tten
tion
�B
lack
ho
le: A
bra
nd
tha
t sucks u
p re
sou
rces a
nd
ma
y or m
ay n
ot e
ver p
ay o
ut
�R
ocke
t: A b
ran
d th
at is o
n its w
ay to
po
we
r-bra
nd
statu
s
�W
allflo
we
r: A sm
all, u
nd
era
pp
recia
ted
bra
nd
with
loya
l custo
me
rs, ofte
n u
nd
er p
rices a
nd
un
de
r ma
rkete
d
�D
iscard
: A b
ran
d th
at sh
ou
ld h
ave
be
en
disco
ntin
ue
d ye
ars a
go
�T
he
ob
jectiv
es fo
r ind
ivid
ua
l bra
nd
are
tied
tog
eth
er in
to a
n o
ve
rall p
lan
, wh
ich w
ill
inclu
de
an
y ch
an
ge
s to th
e ro
ster, b
ran
d a
rchite
cture
an
d re
sou
rce a
lloca
tion
8
Stra
teg
ic Ba
lan
ce o
f Bra
nd
Po
rtfolio
Ma
na
ge
me
nt -
4
8
�S
ix b
ran
d n
am
ing
strate
gie
s
�C
orp
ora
te b
ran
d n
am
e
�C
om
pa
ny n
am
es a
cross virtu
ally a
ll the
ir pro
du
ct ran
ge
�Sh
ell, K
ello
g’s
, Tota
l
�H
ou
se b
ran
d n
am
e
�G
rou
p o
f com
pa
nie
s /bra
nd
s
�V
W g
rou
p
�Fa
mily
bra
nd
na
me
s
�Fa
mily o
f pro
du
cts
�N
estle
9
Bra
nd
Hie
rarch
y -1
9
�M
on
o b
ran
ds
�In
de
pe
nd
en
t bra
nd
s
�P
rocto
r & G
am
ble
(Arie
l)
�V
irtua
l Bra
nd
s
�U
sed
to id
en
tify varia
nts o
f pro
du
cts
�?
??
�D
escrip
tion
�U
sed
to d
escrib
e a
varia
nt o
f a p
rod
uct w
ith d
escrip
tion
�K
no
rr be
ef sto
ck cu
be
s
10
Bra
nd
Hie
rarch
y -2
10
�M
on
olith
ic structu
res
�O
rga
niza
tion
s usin
g o
ne
na
me
an
d
on
e visu
al style
�E
nd
orse
d stru
cture
�C
orp
ora
te id
en
tity use
d in
asso
ciatio
n
with
na
me
of su
bsid
iary /b
ran
d
�C
orp
ora
te d
om
ina
nt
�M
ixed
bra
nd
s
�B
ran
d d
om
ina
nt
�B
ran
de
d id
en
tities
�To
tally d
iffere
nt b
ran
d n
am
es a
nd
visua
l styles
�M
on
o b
ran
ds
11
Bra
nd
Hie
rarch
y -3
11
�C
ho
ices fo
r bra
nd
ing
in in
tern
atio
na
l con
tex
t
�U
se th
e sa
me
bra
nd
in d
iffere
nt co
un
tries
�Le
vera
ge
bra
nd
stren
gth
acro
ss bo
un
da
ries
�M
ain
tain
loca
l bra
nd
s to m
ee
t loca
l custo
me
rs’
pre
fere
nce
s
�C
ho
ose
a b
ran
d stru
cture
or a
rchite
cture
tha
t
suits
�C
orp
ora
te-d
om
ina
nt stru
cture
�P
rod
uct-d
om
ina
nt stru
cture
�H
yb
rid b
ran
d stru
cture
12
Inte
rna
tion
al B
ran
d S
tructu
re -
1
12
�D
ete
rmin
an
ts of in
tern
atio
na
l bra
nd
structu
re
�F
irm-b
ase
d fa
ctors
�O
rga
niza
tion
al stru
cture
�E
xpa
nsio
n stra
teg
y
�M
od
e o
f exp
an
sion
(acq
uisitio
ns, o
rga
nic g
row
th
or stra
teg
ic allia
nce
s)
�T
he
imp
orta
nce
of co
rpo
rate
ide
ntity
�D
iversity o
f pro
du
ct line
s an
d p
rod
uct d
ivision
s
�P
rod
uct m
ark
et ch
ara
cteristics
�N
atu
re o
f the
pro
du
ct ma
rket(s)
�W
he
the
r ho
mo
ge
ne
ou
s ma
rket o
r glo
ba
l con
sum
ers
�M
arke
t inte
gra
tion
an
d co
mp
etito
rs, cultu
ral e
mb
ed
de
dn
ess
of p
rod
uct
�P
rod
uct m
ark
et ch
ara
cteristics
13
Inte
rna
tion
al B
ran
d S
tructu
re -
2
13
�F
rom
mo
no
bra
nd
s to co
rpo
rate
bra
nd
�Sim
ple
r an
d co
st effe
ctive
�M
arke
t com
ple
xities
�C
om
pe
titive p
ressu
re
�F
rom
corp
ora
te b
ran
ds to
mo
no
bra
nd
s
�M
arke
t seg
me
nta
tion
�D
iffere
ntia
tion
to a
void
can
nib
aliza
tion
�Fa
ilure
in fin
din
g syn
erg
ies o
f corp
ora
te b
ran
din
g
�Fro
m co
rpo
rate
bra
nd
s to m
on
o b
ran
ds
�A
nti-g
lob
aliza
tion
mo
ve
me
nts
14
En
viron
me
nta
l Pre
ssure
on
Bra
nd
ing
14
�Lice
nsin
g a
con
tractu
al p
erm
ission
to u
se a
bra
nd
in a
ssocia
tion
with
a d
efin
ed
pro
du
ct, for a
de
fine
d
pe
riod
of tim
e, in
a d
efin
e te
rritory
�A
bra
nd
ow
ne
r can
ex
ten
d tra
de
ma
rk o
r cha
racte
r
from
its prin
cipa
l en
viro
nm
en
t on
to to
pro
du
cts of
a co
mp
lete
ly d
iffere
nt n
atu
re
�Lice
nsin
g ca
n
�E
xpa
nd
the
pro
du
ct po
rtfolio
�D
rive n
ew
reve
nu
e stre
am
s thro
ug
h lice
nsin
g o
pp
ortu
nitie
s
�In
crea
se th
e b
ran
d g
lob
al a
wa
ren
ess
�In
spire
custo
me
r loya
lty an
d b
uild
bra
nd
eq
uity
�Fu
el va
lua
ble
pro
mo
tion
al a
nd
reta
il pa
rtne
rship
s
�M
ake
the
bra
nd
mo
re life
style o
rien
ted
15
Ho
w C
an
Bra
nd
Licen
sing
Bo
ost B
usin
ess?
15
�S
trate
gic Q
ue
stion
s
�W
ha
t is strate
gic b
en
efit o
f licen
sing
?
�W
ha
t are
the
targ
et p
rod
uct ca
teg
orie
s?
�H
ow
is the
licen
sing
strate
gy re
late
d to
the
bra
nd
strate
gy?
�R
eso
urce
s an
d ca
pa
bilitie
s Qu
estio
ns
�D
oe
s the
com
pa
ny h
as e
xpe
rien
ce in
an
d n
eg
otia
ting
an
d d
raw
ing
licen
sing
ag
ree
me
nts?
�W
ha
t is curre
nt n
ew
pro
du
ct de
velo
pm
en
t pro
cess?
�Is th
e co
mp
an
y pre
pa
red
to ca
rry ou
t the
tech
nica
l insp
ectio
n o
f the
licen
see
?
�W
ha
t sup
po
rt will th
e co
mp
an
y offe
r to th
e lice
nse
e?
�D
oe
s the
com
pa
ny h
as re
sou
rces to
imp
lem
en
t the
licen
sing
strate
gy?
�E
nfo
rcem
en
t of co
py rig
hts ?
??
??
??
??
?
16
Bra
nd
Licen
sing
–M
ore
tha
n P
rod
uct E
xten
sion
16
17
Bra
nd
Stru
cture
/ Arch
itectu
re o
f VW
Gro
up
17
Bra
nd
Stra
teg
y P
ositio
ns P
rod
ucts W
orld
wid
e
18
Ca
se S
tud
y
18
http
://ww
w.y
ou
tub
e.co
m/w
atch
?v
=-P
-2h
DG
5k
Kk
19
Vid
eo
of th
e D
ay
19
20
20
dildar.h
ussa
in@esc-re
nnes.fr
