The Rise Of The One Brand Strategy
The brand relationship spectrum is related to the role that brands play. This driver role reflects the degree to . Brand Architecture – Aaker's Model. Uploaded by. Download Citation on ResearchGate | The Brand Relationship Spectrum: The Impact of smartphone brand experience on brand equity: With mediation effect of . Aaker () has referred to the first two strategies as creating a 'branded. There are five brand relationship strategies: master brand, sub-brand, will have an impact on each other's brand associations and brand equity. These are defined in detail by David Aaker in this piece on Prophet blog. . position on the brand relationship spectrum, there is no one-size-fits all solution.”.
I aim to give a summary and examples of the strategies in this article and talk about why you would choose one strategy over the other in subsequent blog posts.
How does your logo design score? Available now when you sign up for BMB articles via email. The product and the brand are indivisible.
For example, Philips Healthcare cannot be separated. Sub-brand A sub-brand appears with the parent brand with nearly equal size and placement.
This is helpful to distinguish one division or product offerings from another. For example, the Samsung Galaxy is reserved for smartphones, while Samsung Tab is reserved for tablets. Endorsed Brand One brand is endorsed by another.
The Brand Relationship Spectrum | Aaker on Brands
The endorsee brand is presented larger and up front. The endorsee brand gains credibility and associations while building the bulk of the brand equity. The endorser brand gains exposure as the brand is operated and promoted. But consumers are assured that the chocolate bar will be of a certain quality and level of taste because of the endorsement of Cadbury.
The Brand Relationship Spectrum and the Key to Brand Architecture | Vivaldi
Cadbury could sell Wunderbar to Nestle or Hersey, if they were so inclined. The association does not add enough value to be a sub-brand or an endorsed brand but appearing together neutral for each brand if not positive.
- The Brand Relationship Spectrum and the Key to Brand Architecture
A key tool in making this decision is the brand relationship spectrum. The Master Brand Strategy The preferred go-to strategy, often termed the master brand or branded house strategy, is to use the master brand with a descriptor on the new offering.
The descriptor brand will have a very modest or nonexistent driver role.
A driver role reflects the extent to which the brand influences the purchase decision or defines the customer experience.
The branded house option maximally leverages an established master brand, requires a minimum investment in each new offering and potentially enhances the clarity and synergy of the portfolio. As a result, it is the default option.
Any other strategy requires creating a new brand and needs to be justified by compelling reasons. The master brand strategy is optimal when two conditions are met.
Branding a New Offering: The Brand Relationship Spectrum
First, the master brand will enhance the offering because its equity, comprised of its awareness, perceived quality, customer base and credibility in the context of the new offering, will be relevant, helpful, and consistent with the value proposition or personality of the new offering.
The least amount of distance occurs through the use of a master brand with a sub-brand.The Relationship Spectrum -- Ben Gomes-Casseres
A new brand endorsed by the master brand increases that distance, but by far the most distance results from a new brand not connected to the master brand. Sub-brand The first option is the sub-brand strategy.
Overview of Brand Relationship Strategies
The sub-brand adds to or modifies the associations of the master brand. It could have a different personality or value proposition than the master brand but does not have as much latitude as an endorsed brand. A sub-brand can stretch the master brand, allowing it to become relevant in new arenas. An important element in managing the sub-brand is to understand its driver role.
If it is significant, then it could merit some brand-building resources.
But if it is minor and mainly plays a descriptive role, then its brand-building budget would be less. It is easy to assume the sub-brand is more important than you think.