Brand Architecture Strategy

Strategic Brand Concept and Brand Architecture Strategy A Proposed ModelVienna University of Economics and Business Administration (WU Wien), Department of Marketing: Advertising and Marketing ResearchVienna, Austria, EU

Andreas Strebinger

CorporateBrandC-brandingF-brandingT-brandingPT-brandingP-brandingBrand

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4Brand 1Brand 2Brand 3Brand 4Subbrand 1Subbrand 2Subbrand 3Subbrand 4Subbrand 4Corporate Brande. g.:Five brand architecture strategies

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Relational

consumer benefit: sympathy, attachment, & trustprevailing processing style: peripheral processingeffect on brand architecture: integrative Functional

consumer benefit: problem avoidanceprevailing processing style: central processingeffect on brand architecture: integrativeSymbolic

consumer benefit: self-esteem & self-presentationprevailing processing style: biased processingeffect on brand architecture: separative (target groups)Experiential

consumer benefit: pleasureprevailing processing style: experiential processingeffect on brand architecture: separative (product categories)experiential & symbolicrelational & functionalexper.& relatl.

symb.& functl. multiplebenefits154326978Four strategic brand concepts

Relational Functional SymbolicExperiential

experiential & symb. relational & functl.e. & r.multiple benefitsP-brandingF-brandingC-brandingC-brandingT-brandings. & f.C-brandingPT-brandingF-brandingF-brandingBASE Linking strategic brand concepts to brand-architecture strategy

Limitationsexplorative instrument providing theoretical assistance in making strategic brand architecture decisionsmany empirical clues, no empirical proofsmooth transition between standard brand architecture strategiesreal-life product portfolios often consist of mixtures of functionally, experientially, symbolicly & emotionally positioned productsother stakeholders (employees, shareholders, retailers) different brand architecture strategy?

Some examp l esRelational Functional SymbolicExperiential

e & s r & f.e. & r.multiple benefitsP-brandingF-brandingC-brandingC-brandingT-brandings. & f.C-brandingPT-brandingF-brandingF-branding

a very successful Austrian storebrand