1

Branding
MSc Business Administration
2018-2019_Semester 2

Lecture 6
Brand Architecture – Part 2

Roger Pruppers & Jorge Labadie

Amsterdam Business School
Universiteit van Amsterdam
2
Agenda Part 2 3

I. Brand Architecture

II. Brand Relationship Spectrum (Aaker & Joachimsthaler 2000)

• Focus on driver role of brand elements related to a product à Role of
master brand and product brands
• “Which brand element is the most important one for this product?”

III. Strategic considerations

IV. Course overview

I. Brand architecture
4
• How an organization structures/relates
its multiple brands

• Brand elements used for products marketed

• More than just brand NAMES!
• E.g. multiple elements on one product
• E.g. one element used across products

• Brand Architecture (Aaker & Joachimsthaler 2000)

• Like an architect designing/building house
• Objective to create structure, logic, overview

• Multiple objectives
• In terms of CBBE
• Brand awareness and
brand image/associations
• Higher pyramid levels as consequence!
Brand architecture: making the link
5

…an example for FedEx

Brand hierarchy ≠ organisation chart

• organisation chart: functions/activities and relationships within the organisation

• Brand hierarchy: brands and relationships within the organisation

• … but can be related

• Departments/functions organised based on brands

II. Brand Relationship Spectrum 6

• What is a spectrum?
• Continuum with extremes

• Why is BRS a spectrum?

• What determines
organization’s position on spectrum?

(Aaker & Joachimsthaler 2000)

Driver role 7
• Position on spectrum determined by Driver = “Low”
(location of) driver role

• What is the driver role?

• Brand that drives choice/experience:
• “Which brand do you use?”

Driver = “High”
How low can you go?
8

• These are…?
1. House of Brands 9

• Many independent brands

• Own driver role
• Minor role for master/corporate brand
2. Endorsed Brands 10

• Independent brands
• Backed up by general endorser…
• …which has at least SOME driver role
3. Subbrands 11

• Subbrand and Master brand linked

• Association spillover
• Subbrand adds meaning to Master brand
• Strong driver role for Master brand
4. Branded House 12

• Master brand dominant driver role across

operations
• Subbrand with (very) little driver role
• Subbrand as descriptor
III. Strategic considerations 13

• Why move in either direction?

• Related, yet not the same as discussion by
Farquhar et al. 1992

• Upward: COVERAGE
• New products -> new brands!
• Market segments & niches
• Brand-product matrix:
• Which aspect of branding strategy?

• Downward: LEVERAGE
• New products -> extensions!
• (MC) efficiencies/synergy/economies
• Spillover
• Brand-product matrix:
• Which aspect of branding strategy?
Startups updating your associative network 14

…provided you make the link!

Which corporate?

Eneco makes the link, but:

• what do these startups
add?
• is the link reciprocal?
What does Quby do for Eneco?
15
What does Luminext do for Eneco?
16
Jedlix – for whom?
17

Remember: Memorable? Meaningful?

A year later…
18

• What kind of
architecture?
• Where lies the
driver role?
Different movements and steps 19

• Similar products, different companies, different strategies…

• Similar products, same company, different strategies (in

different regions)…
Multiple branding strategies 20

• Different products, same company, different strategies (for different brands)…

• “Organic development” (acquisitions etc.)
• Positioning?
Dimensions of corporate image 21
• a. Common/shared associations
• Common attributes, benefits, attitudes
• E.g. perceived quality, innovation

• b. People (and relationships)

• E.g. embodied by employees, CEOs,
spokespersons etc.

• c. Social responsibility
• Values & programs, citizenship
• E.g. focus on environment, social
stakeholders etc.

• d. Corporate credibility
• Driven by e.g. performance,
sheer size etc.
Course overview
22

• Week 1. Creating Brand Value and CBBE

• Week 2. Brand Positioning & Brand Personality

• Functional vs Symbolic
• PoP’s and PoD’s
• Value Proposition

• Week 3. Brand Orientation and Branding Practice

• Brand Identity
• Customer Insight and Emotions

• Week 4. Brand Elements and Startup branding

• Primary Brand Elements
• Logo redesign

• Week 5. Secondary associations and Marcom Integration

• Week 6. Brand extensions & Brand Relationship Spectrum

Course Overview (2) 23
• Exam (see also BB!)
• Content & setup
• Do’s & Don’ts
• NOTE: Exam is not at IWO but at A1.03 9.00-11.00 hrs, Wed. 27th of March

• BDP pitch
• Dates:
• Thursday 14th of March (“internal”) and Friday 15th of March (external)
• Final pointers:
• Pitch!
• “Non-academic”
• Role of analysis & How to start
• Wow factor
• Numbers
• Slides
• Presenters
• Nitty gritty:
• Dealing with questions
• Don’t bite off more than you can chew (pick a story, tell it well)