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Strategic Brand Concept and Brand Architecture Strategy – A Proposed Model

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. Five brand architecture strategies.

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Strategic Brand Concept and Brand Architecture Strategy – A Proposed Model

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  1. 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

  2. Five brand architecture strategies C-branding P-branding T-branding Brand 1 Brand 2 Brand 3 Brand 4 Brand 1 Corporate Brand Brand 2 Brand 3 Brand 4 PT-branding F-branding Corporate Brand e. g.: Subbrand 4 Subbrand 4 Subbrand 3 Subbrand 2 Subbrand 1

  3. Four strategic brand concepts • Experiential • consumer benefit: pleasure • prevailing processing style: experiential processing • effect on brand architecture: separative (product categories) • Relational • consumer benefit: sympathy, attachment, & trust • prevailing processing style: peripheral processing • effect on brand architecture: integrative 3 9 4 exper. & relatl. 5 experiential & symbolic relational & functional multiple benefits 8 6 • Symbolic • consumer benefit: self-esteem & self-presentation • prevailing processing style: biased processing • effect on brand architecture: separative (target groups) • Functional • consumer benefit: problem avoidance • prevailing processing style: central processing • effect on brand architecture: integrative 2 1 symb. & functl. 7

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

  5. 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?

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

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