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Brand Architecture: Corporate Product and Brand Relationship

The document discusses brand architecture and the relationship between corporate brands and products. It presents a brand relationship spectrum ranging from no relationship to spontaneous extensions, with core extensions that maintain brand essence in the middle. It also distinguishes between a branded house, where multiple products are connected under a single master brand like Tata, and a house of brands, where a corporate brand endorses separate sub-brands like those of Procter & Gamble. The goal is to structure a healthy brand portfolio matrix for linking brands.

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Ravi Dhudiya
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134 views5 pages

Brand Architecture: Corporate Product and Brand Relationship

The document discusses brand architecture and the relationship between corporate brands and products. It presents a brand relationship spectrum ranging from no relationship to spontaneous extensions, with core extensions that maintain brand essence in the middle. It also distinguishes between a branded house, where multiple products are connected under a single master brand like Tata, and a house of brands, where a corporate brand endorses separate sub-brands like those of Procter & Gamble. The goal is to structure a healthy brand portfolio matrix for linking brands.

Uploaded by

Ravi Dhudiya
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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BRAND ARCHITECTURE

Corporate Product and Brand Relationship

No Go Limit Leveraged Extensions Diversifications Spontaneous Extensions

Brand Stretching

Core Extensions Brand Essence

Brand Extension

BRAND RELATIONSHIP SPECTRUM


Structuring your Brand Product Matrix to create healthy brand portfolio.

Linking Brands

House of Brands A Branded House

Sub Brands (under a Master Brand)


Endorsed Brands

Branded House vs. A House of Brands

Tata salt Tata Mobile Tata Steel Tata Indiacom


Tata The Branded House

Vicks Head & shoulders Old spice Camay Ariel


P&G A House of Brands

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