Strategic Brand Concept and Brand Architecture Strategy A Proposed Model

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Strategic Brand Concept and Brand Architecture
Strategy A Proposed Model
Andreas Strebinger
Vienna University of Economics and Business
Administration (WU Wien), Department of
Marketing Advertising and Marketing
Research Vienna, Austria, EU
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Five brand architecture strategies
C-branding
T-branding
P-branding
Brand 1
Brand 2
Brand 3
Brand 4
Brand 1
Corporate Brand
Brand 2
Brand 3
Brand 4
F-branding
PT-branding
Corporate Brand
e. g.
Subbrand 4
Subbrand 4
Subbrand 3
Subbrand 2
Subbrand 1
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Four strategic brand concepts

• Relational
• consumer benefit sympathy, attachment, trust
• prevailing processing style peripheral
  processing
• effect on brand architecture integrative

• Experiential
• consumer benefit pleasure
• prevailing processing style experiential
  processing
• effect on brand architecture separative (product
  categories)

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3
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exper. relatl.
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experiential symbolic
relational functional
multiple benefits
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• Functional
• consumer benefit problem avoidance
• prevailing processing style central processing
• effect on brand architecture integrative

• Symbolic
• consumer benefit self-esteem self-presentation
• prevailing processing style biased processing
• effect on brand architecture separative (target
  groups)

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2

symb. functl.
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BASE Linking strategic brand concepts to
brand-architecture strategy
Relational
Experiential
e. r.
F- branding
P-branding
C-branding
multiple benefits
experiential symb.
relational functl.
F-branding
C-branding
PT-branding
Functional
Symbolic
F- branding
C-branding
T-branding
s. f.
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Limitations

• explorative instrument providing theoretical
  assistance in making strategic brand architecture
  decisions
• many empirical clues, no empirical proof
• smooth transition between standard brand
  architecture strategies
• real-life product portfolios often consist of
  mixtures of functionally, experientially,
  symbolicly emotionally positioned products
• other stakeholders (employees, shareholders,
  retailers) ? different brand architecture
  strategy?

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Relational
Experiential
P-branding
C-branding
e. r.
F-branding
Some examp l es
multiple benefits
e s
C-branding
PT-branding
r f.
F-branding
F- branding
s. f.
Functional
Symbolic
C-branding
T-branding
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