Brand portfolio Essay

BRAND PORTFOLIO
METAPHORS
BASED ON AAKER’S BRAND PORTFOLIO STRATEGY

Kent Dahl
[email protected]

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Different Relevancein Different Contexts

Proffesional
World

Indek/IPD,
Guest
Lecturer

Master
Thesis,
Endorsed
by Uggla

Educational
World

Educational
Music World

Professional
Music World

Music World

Internal& ExternalPerspectives

What a
weak sub?
brand!

Portfolio Roles

No, it’s a
Linchpin
brand!

Product Defining Roles

ProductDefiningRoles
Master brand
Endorser brand
Subbrands
Descriptors
Produkt brands
Umbrella brands
Branded differentiators
Co?brands
Driver roles

Portfolio Roles
Strategic brands
current power brand
future power brand
linchpin brand

Branded energizers
Silver bullets
Flanker brands
Cash cow brands

The FootballMetaphor

“Working as a cohesive unit is equally important in football as it is in brand portfolio management”.

The Swedish FootballPortfolio
Current
Power
Brand &
Silver
Bullet

Cash?cow
Brand

Future
Power
Brand

Linchpin
Brand

Flanker
Brand
Branded
Energizer

Sony
Spans a spectrum of categories
Many invented by Sony itself
Wide brand scope energy & differentiation

Core; Innovative technology
Many sources continuous flow
Innovative subbrands
Credibility of masterbrand

Subbrands –BrandedEnergizers
Endorsed brand
Current PB +
Silver Bullet
Feature: Dual
Shock, GTA.
Linchpin Silver
Bullet

Silver Bullet,
Feature:
iLink Digital
Interface
Being
disconnected?

Feature: Optical
Steady Shot
Japan

Energy

MICROMV, Steady Shot,
Memory Stick Media

Helped Sony define
category (trend driver),
now cash?cow, BD for
phones

DreamlinkMembershipProgram–BrandedProgram
Important
point of
difference

1. Weekly notificatons, special offers, contests
2. Earn points by reading & clicking through Sony websites

Sony Financial Services 1(2)
Sony Life, Sony Assurance & Sony Finance
Little connection to the core values
Damage associations of master brand?
Linchpin brands, but too connected?

What could
have been
done
instead?

Sony Financial Services 2(2)
More focus towards innovative technology
Usage of a branded differentiator (service) to
visualize the offering
Endorsement with a known connection, (Playstation)

HP
1. Hundreds of
acquisitions over
the years
2. Branded House,
building a strong
master brand
3. Compaq?
Product brand in
HP portfolio

HP Color Laserjet 5500, with HP imageREttechnology
Master
brand

Sub + descriptor =
Product Brand

Branded
Differentiator

•Brand grouping: Laserjet endorsing the family (Deskjet, Scanjet, Inkjet) •Portfolio graphics: Colour, package & tagline seperates subbrands

The Successof the HP brand 1(2)

Which factors have contributed to the success of the
HP brand?

The Successof the HP brand 2(2)
1. Quality associations
through master brand
(business)
2. Relevance through
campaigns?
3. Benefiting from Apple
associations?

Which factors have contributed to the success of the
HP brand?

Adidas

1. Other parts of the Adidas brand: Reebok, Rockport & TaylorMade (golf) 2. Different focuses of the Adidas brand: Performance, Style & Originals

Adidas, BrandedEnergizers

Branded
Sponsorship

Adidas, BrandedDifferentiators

MI Adidas: Branded feature, customized fit for every foot, choose colors & details Clima: Branded ingredient, technology to keep a body dry by drawing away sweat from the skin

H&M
Clothing

Footwear

Cosmetics

H&M
Home,
Linchpin?

H&M, BrandedEnergizers

H&M, BrandedDifferentiators
H&M Club
Exclusive offers, news
Invitations to premiers
Chance to win trips, concert tickets
Branded service, POD POP

Apple -Iphone
Branded
Energizers:
iMac, iPod,
iPhone
Consistent
communication
Edgy brand with
pros & cons

Steve Jobs

Entertain your customer! Stay relevant!

1. 15000 apps, following the
direction of relevance
2. Masterbrand provides
credibility
3. Itunes as a branded service
through amount, relevance &
usability

The Successof the Apple brand 1(2)

How have Apple managed to keep their edge, even
though it, today, is considered as a ”mainstream” brand?

The Successof the Apple brand 2(2)
1. Consistent core
message
2. Upgrade parts of
the proposal
3. Continuously new
sources of energy
4. But still too edgy to
succeed in business
area?

How have Apple managed to keep their edge, even
though it, today, is considered as a ”mainstream” brand?

Caliroots – The company that builds upon style and tradition

The different parts of Caliroots

Stores, Website, Blogs & Friends

Caliroots –Shop in shop

A branded differentiator (service) customizing the offering

Cali Newsletter/PartyPlanner

Branded
Energizer
(promotion):
Visualizes
caliroots as a
part of
STHLM,
greater value
Branded
differentiator
(program):
Differentiates
through
contests,
gifts, etc

Qbranch –MakingIT work

1. Consulting, server hosting & full scale IT outsourcing 2. Subbrand 24/7 branded differentiator (service)
3. Enlightens this POD

Qbranch & theirco-workers

1. Perhaps the most important target group
2. Competition brings relevance, external branded energizer? 3. Reinforce the message from a marketing perspective

SAS -Scandinavian Airlines
Before:
Professional
Reliable
Progressive
Now:
Service &
Simplicity

Branded
differentiators
(services):
SAS Pleasure,
Internet check?in

Branded energizer
(sponsorship)

The Eurobonus system
Four
different
classes,
tags on the
bag to
show
importance

Branded
differentiator
(service)

…and the other way around?

Star Alliance:
Branded
differentiator
(program)

Odd Molly –Building secrets into their clothes

Swedish
brand,
Fashion
clothes
for
women…
…1500
stores,
38
countries.

BrandedCEO?

EnergizingHP?

Love, courage & integrity

…and an undefinable feeling that creates a smile

The endorsersof Odd Molly
Virtical extension
as a branded
energizer

Brand
focus,
keep
the
core

Entertaining
their
customers,
materials &
communication
Energizes
Sweden?

”We feel that we really have accomplished something with our brand. The thing is, we don’t really know how we’ve done it. We close our eyes to see”

Howto build secretsintoclothes 1(2)

What is the key to the successful Odd Molly brand?

Howto build secretsintoclothes 2(2)
1. Move associations
from functional to
emotional
2. Abstract core values
let you move the
brand…
3. …to stay relevant to,
and entertain, the
customers

SomeSummarizingWords
Differentiation is important, especially today
But this differentiation must be relevant to the
customer
Keep the long term approach with the master brand
Use subbrands to create relevance

Associations; less is more

Q?

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