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Brand-Product Matrix
• Product-Brand relationships – Brand portfolio
• Brand-Product relationships– Line and category
extensions
1 2 3 4
A
B
C
Products
Brands
Keller (2008) Chapter 11
Brand Portfolio
• Basic principles:
– Maximise market coverage so that no potential customers are being ignored
– Minimise brand overlap so that brands aren’t competing among themselves to gain the same customer’s approval
Keller (2008) Chapter 11
Brand Portfolio
• Step 1: Understanding What’s in the Brand Portfolio– Identify Brand for Review
• Step 2: Assess Brand Contribution – Revenues, marketing expenses, and
management time, and importance in the portfolio
• Step 3: Assess Market Position– Tractor: strength of the brand– Momentum: direction of the brand
Hill et al (2005) “Achieving the Ideal Brand Portfolio,” MIT Sloan Management Review 46(2), pp. 85-91
Brand Portfolio
• Step 4: Addressing Problems and Identifying Opportunities
Contribution
Traction Momentum
Contribution
Traction Momentum
Power H H H Black hole L L H
Sleeper H H L Wall-flower L H L
Slider H M L Discard L L L
Soldier M M M
Hill et al (2005) “Achieving the Ideal Brand Portfolio,” MIT Sloan Management Review 46(2), pp. 85-91
Brand Portfolio
• Step 5: Developing a Plan for the Portfolio
– Selling, Repositioning, Promoting and Consolidating Brands
Hill et al (2005) “Achieving the Ideal Brand Portfolio,” MIT Sloan Management Review 46(2), pp. 85-91
Brand Hierarchy
• A means of summarizing the branding strategy by displaying the number and nature of common and distinctive brand elements across the firm’s products, revealing the explicit ordering of brand elements
• A useful means of graphically portraying a firm’s branding strategy
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