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Brand Architecture Model

The Brand Architecture Model outlines the key components for developing a brand strategy in 3 levels. The first level defines the competitive environment and category requirements. The second level focuses on differentiators, brand benefits, essence and positioning. The third level specifies the target consumer, brand personality, identifier and key insights about an unmet consumer need.

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SarangPanchal
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327 views1 page

Brand Architecture Model

The Brand Architecture Model outlines the key components for developing a brand strategy in 3 levels. The first level defines the competitive environment and category requirements. The second level focuses on differentiators, brand benefits, essence and positioning. The third level specifies the target consumer, brand personality, identifier and key insights about an unmet consumer need.

Uploaded by

SarangPanchal
Copyright
© © All Rights Reserved
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 Model

Competitive Environment Category Requirement


Who are we competing against What is the basic requirement to
be fulfilled to enter the category

Substantiators Differentiators
Product features, equity, What makes the brand
parentage, past Offering unique
Achievements that can from other brands
be leveraged

Brand Benefits Brand Essence Brand Identifier


Positioning strategy Visuals, symbols, logo,
Functional for the brand colours that are
Emotional proprietary
to the brand
Brand Personality
Defined by giving human
characteristic traits that
the brand should possess Key Insight
Target Consumer
What is it that we know
Defining the target consumer
about our TG in terms of an
in terms of demographics and
unmet need that we can
psychographics
fulfill?

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