What is brand architecture?

What is brand architecture?

Brand Architecture is a system that organizes brands, products and services to help an audience access and relate to a brand. A successful Brand Architecture enables consumers to form opinions and preferences for an entire family of brands by interacting or learning about only one brand in that family.

What is the difference between brand and brand equity?

A brand is a promise, feeling, expectation and experience. A point to ponder, relating to the brand is that Brand equity is not equal to brand value. Brand equity is consumer focused, as its value is derived from consumer’s perceptions, experiences, memories and associations concerning the brand.

What is the difference between brand portfolio and brand architecture?

Brand portfolio strategy aims to maximize market coverage and minimize brand overlap through the effective creation, deployment, and management of multiple brands within a company. In contrast, brand architecture serves as an outward-facing navigation tool for customers.

What is brand architecture example?

Proctor and Gamble and Microsoft are examples of a different kind of brand architecture, often called a “Product Dominant” model or “Branded House”. In this case, the parent identity takes a backseat, or even a non-visible presence in favor of its individual product and service brands.

What means brand equity?

Brand equity refers to a value premium that a company generates from a product with a recognizable name when compared to a generic equivalent. When a company has positive brand equity, customers willingly pay a high price for its products, even though they could get the same thing from a competitor for less.

What are the different types of brand architecture?

Types of brand architecture. There are three main types of brand architecture models: the branded house, the house of brands, and the endorsed brand. Each option comes with its own advantages and disadvantages.

Is brand equity an asset?

Brand equity refers to the total value of the brand as a separate asset. It is the aggregate of assets and liabilities attached to the brand name and symbol which results in the relationship customers have with the brand.

What is a brand equity model?

Brand equity models are designed to establish the way in which brand value is created for a brand. Each of the brand equity models offers a deep insight into the brand value concept and the ways to evaluate it. Brand equity models are used to design marketing strategies at various stages.

What does brand equity consist of?

Brand equity refers to the value a company gains from its name recognition when compared to a generic equivalent. Brand equity has three basic components: consumer perception, negative or positive effects, and the resulting value.

What is the relationship between brand portfolio and brand architecture?

Findings – This work shows that brand architecture corresponds, in its essence, to a hierarchical relationship approach between brands; whereas the brands portfolio concept corresponds to a non-hierarchical method of organising the brands within themselves.

What is Apple’s brand architecture?

Apple Brand Architecture From a brand architecture viewpoint, the company maintains a “monolithic” or master brand identity – everything being associated with the Apple name (or the Apple logo), even when investing strongly in the Apple iPhone, iPad, iPod and Apple Music products.

What is brand equity example?

Brand equity has a direct effect on sales volume because consumers gravitate toward products with great reputations. For example, when Apple releases a new product, customers line up around the block to buy it even though it is usually priced higher than similar products from competitors.

What is the difference between brand equity and brand value?

The easiest way to differentiate between the two is to remember that the brand value is a more verifiable, measurable worth. Think of brand value as the monetary version of the two terms. Brand equity, then, is the more abstract of the two, as it is influenced more by the perceptions customers have about a brand.

What is the difference between House of brands and brand architecture?

House of brands offers the most flexible architecture by detaching the parent brand from other ‘standalone’ child brands, while, on the other end of the spectrum, a branded house closely incorporates the parent brand into every child brand. How Do You Choose Between Brand Architecture Types?

What are the benefits of a branded House?

The branded house offers a very logical path to brand extensions, as the master brand is always present. Take FedEx, for example. Each brand offers a different (but complimentary) service to the master FedEx brand. The credibility of the master brand is shared, and each brand helps build equity for FedEx.

What are some examples of companies with high brand equity?

Apple is probably the best example of a company with high brand equity. Apple isn’t the only company that produces smartphones; it probably doesn’t even produce the best smartphones (many argue that the more cheaply priced Huawei phones are just as good, if not better). Yet Apple is the biggest brand in the world.