登录查看更多内容

How do you deal with brand conflicts and cannibalization among your brands?

由人工智能和领英社区提供技术支持

If you are a marketer or a business owner who oversees more than one brand, you might face some challenges in maintaining a consistent and coherent corporate identity across your portfolio. How do you deal with brand conflicts and cannibalization among your brands? How do you leverage the synergies and benefits of having a diverse range of products and services? How do you communicate your brand values and messages to your target audiences? In this article, we will share some tips and best practices on how to manage multiple brands in the context of corporate identity.

在这篇协作文章中查找专家回答

由社区从 2 条内容中精选。了解更多

1 Define your brand architecture

Brand architecture is the way you organize, structure, and relate your brands to each other and to your corporate identity. It helps you clarify the roles and relationships of your brands, as well as their positioning and differentiation in the market. There are different types of brand architecture, such as house of brands, branded house, endorsed brands, and hybrid models. Depending on your business goals, strategy, and resources, you should choose the most suitable brand architecture for your portfolio and align it with your corporate identity.

添加您的观点

J?n Paul Ostendorf

Providing new energy, innovative ideas, and clear direction for businesses and brands by rediscovering their purpose.
举报内容
Purpose First Build your brand on purpose — your unique purpose. Why are you on the planet and why should people care? What is the one thing that you do better than anyone else? Focus on being authentic and genuine. Artificial tactics to get attention and quick results are short sighted solutions. When all visual and verbal communication align with purpose, subconscious trust is built — you are who you say you are and you do what you say you will do. Building customers for life because they can depend on you to be you.

已翻译

赞

2 Establish your brand guidelines

Brand guidelines are the rules and standards that govern how your brands are presented and communicated across various channels and touchpoints. They include elements such as logos, colors, fonts, images, tone of voice, and messaging. Brand guidelines help you ensure consistency and coherence among your brands, as well as reinforce your brand identity and recognition. You should create clear and comprehensive brand guidelines for each of your brands, as well as for your corporate identity, and make them accessible and easy to follow for your internal and external stakeholders.

添加您的观点

3 Monitor your brand performance

Brand performance is the measure of how well your brands are achieving their objectives and delivering value to your customers and your business. You should regularly monitor and evaluate your brand performance using various metrics and indicators, such as awareness, preference, loyalty, equity, and profitability. You should also compare and contrast your brand performance with your competitors and your market trends. By tracking your brand performance, you can identify your strengths and weaknesses, as well as opportunities and threats, and adjust your brand strategy accordingly.

添加您的观点

4 Manage your brand portfolio

Brand portfolio is the collection of all the brands that you own or manage under your corporate identity. It reflects your business scope, diversity, and potential. You should manage your brand portfolio strategically and proactively, by reviewing and updating it periodically. You should consider factors such as market changes, customer needs, competitive landscape, and innovation potential. You should also decide when to launch, grow, maintain, or retire your brands, based on their life cycle stages and performance. By managing your brand portfolio, you can optimize your resource allocation and maximize your return on investment.

添加您的观点

5 Foster your brand culture

Brand culture is the set of values, beliefs, and behaviors that shape how your brands are perceived and experienced by your employees, customers, and partners. It influences your brand identity, personality, and reputation. You should foster a strong and positive brand culture across your organization and your network, by engaging and empowering your people, creating and delivering value, and building and nurturing relationships. You should also align your brand culture with your corporate identity and vision, and communicate it clearly and consistently.

添加您的观点

J?n Paul Ostendorf

Providing new energy, innovative ideas, and clear direction for businesses and brands by rediscovering their purpose.
举报内容
Aligning and Activating Company Purpose A company’s culture is the strongest when it is aligned with its purpose. The company naturally attracts the right people for the right reasons, getting the best people on the bus. Retention is high because there is no bait and switch. People get on board with no false preconceived ideas or joining the company just for the money.

已翻译

赞

6 Evaluate your brand impact

Brand impact is the effect that your brands have on your stakeholders, your society, and your environment. It reflects your brand purpose, mission, and vision. You should evaluate your brand impact regularly and holistically, by considering both the quantitative and qualitative outcomes and implications of your brand actions and interactions. You should also seek feedback and input from your stakeholders, and listen to their needs, expectations, and perceptions. By evaluating your brand impact, you can demonstrate your brand value and contribution, as well as improve your brand sustainability and responsibility.

添加您的观点

Corporate Identity

+ 关注

给文章评分

我们借助人工智能创建了此文章。您认为这篇文章怎么样？

很棒不太好

举报此文章

查看全部

How do you deal with brand conflicts and cannibalization among your brands?

1

2

3

4

5

6

1 Define your brand architecture

2 Establish your brand guidelines

3 Monitor your brand performance

4 Manage your brand portfolio

5 Foster your brand culture

6 Evaluate your brand impact

Corporate Identity

给文章评分

感谢您的反馈

更多Corporate Identity相关文章

更多相关阅读内容