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The process of portfolio management has developed from Boston Consulting Group matrix of “Stars, Cows, Children and Dogs” and is a continuous activity (Davidson, 2002, p. 29). Branding authors have developed their own system of Strategic Brand, Linchpin brand, Silver Bullet, and Cash Cow Brands (Aaker and Joachimsthaler, 2000, p. 136).There is the possibility that a brand is simultaneously a linchpin and a silver-bullet brand, or it could evolve from a strategic brand into a cash cow brand. The strategic brand is supposed to be the one that represents a meaningful future level of sales and profits. Linchpin is supposed to be a leverage point of a major business area or of a future vision of the firm. A silver bullet is a brand or subbrand that positively influences the image of another brand (IBM...

14 November, 2009 /

In the process of designing the brand architecture sometimes only identifying the brands and subbrands could be a nontrivial task (Aaker and Joachimsthaler, 2000, p. 134).There is a famous picture that presents the brand architecture as a football team, presented in Figures 1 and 2. The football pitch is supposed to be the market map. There is a saying that if each football player represents brands, they are to cover the priority areas. Some players are the stars or super-brands others have minor roles and are support brands (Davidson, 2002, p. 28).Figure 1: The ideal portfolio /*! elementor - v3.5.5 - 03-02-2022 */ .elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=".svg"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block} Figure 2: The typical market/brand portfolio If we think of each individual player as a brand, then identity and communication programs are tools or exercises that make the individual player better...

07 November, 2009 /

Brand architecture should have five dimensions:brand portfolio,portfolio rolesproduct-market context roles,the portfolio structure, andportfolio graphics. While we know five dimensions there are six objectives to be followed if the designed brand architecture is to achieve an effective and powerful brand impact (Aaker and Joachimsthaler, 2000, p. 134-135). And the powerful system of the brand architecture is the prerequisite in the development of the corporate identity.Source: Aaker, David A. and Joachimsthaler, Erich. 2000. Brand Leadership. 2000. The Free Press. 350 p. ...

24 October, 2009 /

Every brand manager should be familiar with four basic strategies and nine sub-strategies of brand architecture. With brand architecture companies specify the brands roles and the nature of relationships between brands. The brand relationship spectrum is a tool that offers companies to design a new offering without risking image dilution....

18 September, 2009 /