brand architecture also determines how the corporate brand plays a part in the marketing of products and services, and is in particular important when a company has a complex brand and product portfolio. this brand architecture type is often reflected in the naming pattern: the masterbrand starts off the product title and the sub-brand follows it. the sub-brands architecture is convenient when you want to extend your main brand to new target audiences – for example, disney junior targeting a younger audience than the disney masterbrand. in contrast to sub-brands, endorsed brands are closer to the house of brands architecture.
as with a house of brands, endorsed brands see many products and offerings under separate brands, but they are supported by the masterbrand. also the logo and branding of the endorsed brand is more prominent than that of the masterbrand. the endorsed brands architecture is a good choice, when you want to target different audiences, while continuing to use the power of the masterband. in terms of the reputation risk, endorsed brands rarely affect other brands in your portfolio. this is a tool that is dedicated to brand and marketing professionals, allowing them to better understand the positioning of the world’s most admired brands, the similarities and differences between them and to learn more about certain categories.
the brand relationship spectrum is a brand architecture tool that establishes a concrete, systematic, approach to branding. the brand relationship spectrum is composed of four basic strategies which feed into nine sub-strategies. a brand that is not connected, is one that is completely independent of the company or brand that takes ownership of it, an example being the relationship between saturn and gm. the third strategy within the brand relationship spectrum is sub-brands.
buick lesabre is a situation in which the master brand is the driver, because the sub-brand is simply a name that differentiates on product functionality. the former is exemplified by the relationship between levi europe and levi us. the brand relationship spectrum is not a completely finite way of developing brand architecture. the key is to tailor a brand architecture to the specifications of the brand because using too many, too few or the entirely wrong strategies and sub-strategies can prove highly ineffective.
brand marketing which promotes the endorsing parent brand provides a boost to each product brand. in contrast to sub-brands, endorsed brands are closer to the house a popular approach within this framework is the linked name strategy, where the endorsed brand’s name is based the four basic strategies are: house of brands, endorsed brands, sub-brands and branded house. the house of, endorsed brand strategy pros and cons, endorsed brand example, endorsed brand example, sub brand vs endorsed brand, strong endorsed brand. what is an endorsed brand? brand architecture strategy consisting of the creation of sub-brands with their own identity for certain business units under a parent brand, which are grouped together adding prestige and credibility. they are called \u201cendorsed brands\u201d because the parent brand endorses the products with its reputation. strengths: an endorser brand can work as assurance of quality for the product brand, it can increase consumer\’s perception and confidence. marketing activities advertise both the product brand and the endorser.
endorsed brands are less linked to the parent than sub-brands as they have unique names but uses brand architecture is the relationship between brands within an hybrid or endorsed brand equity can be used, or each brand extension can develop its own independent strategy. 2. endorsed brand architecture. endorsed architecture is characterized by marketing synergy between the product, brand architecture, house of brands, source brand strategy, sub brands
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