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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
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

slide2

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

slide3

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

slide4

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.

limitations
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?
slide6

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