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    Strategic Brand Concept and Brand Architecture Strategy - A Proposed Model

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    Nirmal Shrestha
    The document proposes a model for strategic brand concept and brand architecture strategies. It presents five brand architecture strategies - C-branding, P-branding, T-branding, PT-branding, and F-branding - and maps them to four strategic brand concepts: experiential, symbolic, relational, and functional. It also introduces a framework called BASE that links the strategic brand concepts to the appropriate brand architecture strategies. The document acknowledges some limitations to the exploratory model.

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    Strategic Brand Concept and Brand Architecture Strategy - A Proposed Model

    Uploaded by

    Nirmal Shrestha
    32 views7 pages
    The document proposes a model for strategic brand concept and brand architecture strategies. It presents five brand architecture strategies - C-branding, P-branding, T-branding, PT-branding, and F-branding - and maps them to four strategic brand concepts: experiential, symbolic, relational, and functional. It also introduces a framework called BASE that links the strategic brand concepts to the appropriate brand architecture strategies. The document acknowledges some limitations to the exploratory model.

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    03acr

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    The document proposes a model for strategic brand concept and brand architecture strategies. It presents five brand architecture strategies - C-branding, P-branding, T-branding, PT-branding, and F-branding - and maps them to four strategic brand concepts: experiential, symbolic, relational, and functional. It also introduces a framework called BASE that links the strategic brand concepts to the appropriate brand architecture strategies. The document acknowledges some limitations to the exploratory model.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    32 views7 pages

    Strategic Brand Concept and Brand Architecture Strategy - A Proposed Model

    Uploaded by

    Nirmal Shrestha
    The document proposes a model for strategic brand concept and brand architecture strategies. It presents five brand architecture strategies - C-branding, P-branding, T-branding, PT-branding, and F-branding - and maps them to four strategic brand concepts: experiential, symbolic, relational, and functional. It also introduces a framework called BASE that links the strategic brand concepts to the appropriate brand architecture strategies. The document acknowledges some limitations to the exploratory model.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 7

    Andreas Strebinger

    Strategic Brand Concept and


    Brand Architecture Strategy –
    A Proposed Model
    Vienna University of Economics and
    Business Administration (WU Wien),
    Department of Marketing:
    Advertising and Marketing Research
    Vienna, Austria, EU
    Five brand architecture strategies
    C-branding P-branding T-branding
    P1 P2 P3 P4 P1 P2 P3 P4 P1 P2 P3 P4

    T1 T1 B B B B T1 Brand 1
    r r r r
    T2 Corporate T2 a a a a T2 Brand 2
    n n n n
    T3 Brand T3
    d d d d T3 Brand 3
    T4 T4 1 2 3 4 T4 Brand 4

    PT-branding F-branding
    P1 P2 P3 P4

    T1 Corporate
    B1 B2 B3 B4 e. g.:
    Brand
    T2 B5 B6 B7 B8 Subbrand44
    Subbrand
    T3 B9 B 10 B 11 B 12 Subbrand 3
    Subbrand 2
    T4 B 13 B 14 B 15 B 16
    Subbrand 1
    Four strategic brand concepts
    3 Experiential 9 Relational 4
    • consumer benefit: pleasure exper. • consumer benefit: sympathy,
    • prevailing processing style: & attachment, & trust
    experiential processing • prevailing processing style:
    • effect on brand architecture:
    relatl. peripheral processing
    separative (product • effect on brand architecture:
    categories) integrative
    5

    8
    experiential & multiple relational & 6
    symbolic benefits functional
    2 Symbolic Functional 1
    • consumer benefit: self- • consumer benefit: problem
    esteem & self-presentation symb. avoidance
    • prevailing processing style: • prevailing processing style:
    biased processing
    & central processing
    • effect on brand architecture: functl. • effect on brand architecture:
    separative (target groups) 7 integrative
    BASE – Linking strategic brand concepts to
    brand-architecture strategy
    Experiential e. & r. Relational

    F-
    P-branding branding
    C-branding

    multiple benefits
    experiential & symb. relational & functl.
    PT-branding
    F-branding C-branding
    Symbolic Functional

    T-branding F- C-branding
    branding

    s. & f.
    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?
    Experiential P-branding Relational C-branding
    S e. & r. F-branding

    o
    m
    e
    multiple benefits

    e e & s PT-branding
    r & f.
    C-branding

    x
    a F-branding
    m
    p
    l
    e F-
    s. & f.
    s Symbolic T-branding branding Functional C-branding
                                        
                                  … a very successful
    Austrian store brand

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