登录查看更多内容

How do you manage and optimize your brand portfolio and architecture?

由人工智能和领英社区提供技术支持

If you have multiple brands or products under your umbrella, you need to manage and optimize your brand portfolio and architecture. This is the process of organizing, positioning, and relating your brands to each other and to your target markets. A well-designed brand portfolio and architecture can help you achieve clarity, synergy, and efficiency in your branding strategy. Here are some tips on how to do it.

此文章中的业界达人

由社区从 4 条内容中精选。了解更多

1 Assess your current situation

Before you make any changes to your brand portfolio and architecture, you need to understand your current situation. Analyze your brand performance, equity, awareness, and loyalty across different segments and markets. Identify your strengths, weaknesses, opportunities, and threats. Evaluate how your brands are perceived and differentiated by your customers and competitors. This will help you determine where you need to improve, invest, or divest.

添加您的观点

2 Define your objectives and scope

Next, you need to define your objectives and scope for your brand portfolio and architecture. What are your goals and priorities for your branding strategy? How do you want to grow, innovate, or diversify your offerings? How do you want to balance your brand portfolio between core and niche products, or between established and emerging markets? How do you want to align your brand architecture with your business structure and strategy? These questions will help you set the direction and scope of your brand portfolio and architecture optimization.

添加您的观点

Brooke Janousek ??

Fractional CMO ? I lead go-to-market strategies, brand development and growth initiatives to generate MQLs and drive revenue for companies.
举报内容
Other questions: How will the brand architecture help bring clarity to all key stakeholders as to where the company is heading in the next 5, 10 or 15 years? Will this architecture enable that vision to come to life? What are the pitfalls that need to be considered?

已翻译

赞

3 Choose your brand portfolio model

There are different models of brand portfolio that you can choose from, depending on your objectives and scope. For example, you can have a house of brands, where each brand operates independently and targets a specific segment or market. Or you can have a branded house, where all brands share the same identity and values, and leverage the reputation and recognition of the master brand. Or you can have a hybrid model, where some brands are endorsed by the master brand, while others are more distinct or sub-branded. The choice of your brand portfolio model will affect how you manage and optimize your brand portfolio and architecture.

添加您的观点

4 Design your brand architecture

Once you have chosen your brand portfolio model, you need to design your brand architecture. This is the structure and hierarchy of your brands and products, and how they relate to each other and to your customers. You need to decide how many levels of brands and products you need, how to name and categorize them, how to position and differentiate them, and how to communicate and connect them. You also need to consider how to create consistency and coherence across your brand architecture, while allowing for flexibility and adaptation to different contexts and needs.

添加您的观点

Marc W. Halpert

LinkedIn? laureate; 1:1 coach, group trainer, author, speaker, strategic marketing consultant, over 14+ years. I help serious professionals tell WHY they do what they do, making them "amazing-er" than their competitors!
举报内容
I operate 3 concurrent businesses, each a brand, aimed at different audiences. It's a challenge to make this as clear to others as it is to me, so I used my LinkedIn profile to make it work, in which I say: "I do A which is akin to my other business B and I started C later on. ????, ?????? ?????? ???? ?????????????????????????????? ???????????????? ?????????????????? ??????????????????????? I get amazing professionals "unstuck" as I help them: 1) improve cash flow, for businesses and nonprofits, reducing processing fees with expert client service 2) tell why they do what they do on LinkedIn for greater collaboration success My value proposition: you can attain greater business success. I'm client-centric. Clients love it (see comments)."

已翻译

赞

5 Implement and monitor your brand portfolio and architecture

Finally, you need to implement and monitor your brand portfolio and architecture. This involves aligning your internal and external stakeholders, resources, and processes with your brand portfolio and architecture strategy. You need to ensure that your brand portfolio and architecture are well integrated and communicated across your channels and touchpoints. You also need to measure and evaluate the impact and effectiveness of your brand portfolio and architecture on your brand performance, equity, awareness, and loyalty. You should also review and update your brand portfolio and architecture regularly, to keep them relevant and responsive to changing market conditions and customer expectations.

添加您的观点

Brooke Janousek ??

Fractional CMO ? I lead go-to-market strategies, brand development and growth initiatives to generate MQLs and drive revenue for companies.
举报内容
Ensure the critical audience of employees understand the architecture first. Create an FAQs document. Some common questions employees ask when new architecture is rolled out is, "who do I work for now? What do I put on my email signature? What logo do I use for x,y,z?" These are real questions I have been asked in the past. The little details matter.

已翻译

赞

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

添加您的观点

DuBose Cole

Multi-Disciplinary Strategist - Brand // Creative // Media // Marketing
举报内容
Your consumers or customers don't see your brand architecture and they almost certainly won't put your strategic approach together in the way you'd like. Ensuring that the outtake, not just the architecture and strategic inputs are correct is key. Brands should be designed in a way that empowers internal stakeholders who know the detail, so that you can appeal to external audiences who won't.

已翻译

赞

Branding

+ 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 manage and optimize your brand portfolio and architecture?

1

2

3

4

5

6

1 Assess your current situation

2 Define your objectives and scope

3 Choose your brand portfolio model

4 Design your brand architecture

5 Implement and monitor your brand portfolio and architecture

6 Here’s what else to consider

Branding

给文章评分

感谢您的反馈

更多Branding相关文章

更多相关阅读内容

How do you manage and optimize your brand portfolio and architecture?

1

2

3

4

5

6

1 Assess your current situation

2 Define your objectives and scope

3 Choose your brand portfolio model

4 Design your brand architecture

5 Implement and monitor your brand portfolio and architecture

6 Here’s what else to consider

Branding

给文章评分

感谢您的反馈

查看其他技能