Aakers Chapter 5

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Aakers Chapter 5

• Mary Rogers
• Scott Stewart
• Jose Smart

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Brand Portfolio
Includes all the brands subbrands attached to
product-market offerings, including co-brands
with other firms.
Brand-Market Context Roles
Portfolio Roles

• Strategic brands

• Endorser/Subbrands

• Linchpin brands

• Benefit brands

• Silver bullets

• Co-brands

• Cash cow brands

• Driver roles

Brand Architecture
Brand Portfolio Structure
Portfolio Graphics

• Brand Groupings

• Logo

• Brand hierarchy trees

• Visual presentation

• Brand range

Optimal allocation of brand building resources
Synergy in creating visibility, efficiency
Powerful brands
Clarity of offering
Leveraged brand assets
Platforms for future growth options
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The Boston Consulting Groups Growth-Share Matrix
(Lichpin Brand)
(Strategic Brand)
(Silver Bullet)
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Product-Market Context Roles

• Endorser Subbrand Roles A master brand is the
  primary indicator of the offering, the point of
  reference.
• Benefit Brands The benefit brand is a branded
  feature.
• Examples Ziploc sandwich bags ColorLoc Sipper
• Oral-B toothbrushes PowerTip Bristles
• Co-Brands Occurs when brands from different
  organizations combine to crate an offering in
  which each plays a driver role.
• Examples Eddie Bauer edition of the Ford
  Explorer

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Brand Portfolio Structure

• Brand Grouping Grouping of brands that have a
  meaningful characteristics in common
• Segment Men or women
• Product Clothing or products
• Quality Designer to premium
• Design classic or contemporary

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Brand Portfolio Structure

• Brand Hierarchy Tress Brand family

Colgate
Colgate Toothpaste
Colgate Mouthrinse
Colgate Dental Floss
Colgate Toothbrush
Classic
Plus
Precision
Diamond Heads
The wild ones
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Brand Portfolio Structure

• Brand Range
• Kraft Products
• Master Brand First Brands- Cheese, Mayonnaise,
  Salad dressing and Barbeque Sauce
• Endorser Brands Shake and Bake, Minute Rice,
  Oscar Mayer, Post,

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Portfolio Graphics

• Visual representations across brands and
  contexts
• Logo
• Packages
• Symbols
• Product design

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Brand Architecture Obj.

• Create effective powerful brands
• Allocate brand-building resources
• Create Synergy
• Achieve clarity of product offering
• Leverage brand equity
• Provide a platform for future growth

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Horizontal Extension
ENHANCEDBRANDEQUITY
ADDEDVALUE
FIT

• Customers must be comfortable with the brand in
  the new setting.
• Bases product associates, ingredient,
  attribute, application, user imagery, expertise,
  designer image.

• The brand name alone should help customers
  articulate why the offering is superior to other
  brands.

• The brand equity should be enhanced by the
  brands presence the brands presence in another
  context -- not only from increased visibility but
  also from the associations generated.

Aaker, David A. Brand Leadership. 2000
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Vertical Extension
ADVANTAGES
DISADVANTAGES
Product vitality margins
A vertical stretch is particularly tricky because
perceived quality is involved and also because
the use of sub brands endorsed brands needs to
be considered.
Risk to brands reputation customer
base Cannibalization Lack of credibility Competito
r price wars
To participate in a large growing value market
Aaker, David A. Brand Leadership. 2000
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Brand Architecture Audit

• Systematic way to identify problems or issues
  that merit further analysis.
• List of questions to answer
• First Stage Business Analysis
• What are the strategic initiatives?
• What businesses and segments are important
  financially and strategically?
• Second Stage 5 dimensions of brand architecture

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Five Dimensions