Professional Documents
Culture Documents
DESIGNING AND
IMPLEMENTING BRAND
ARCHITECTURE STRATEGIES
Step 1:
Defining
Brand
Potential
Step 2:
Identifyin
g Brand
Extension
Opportuni
ties
Step 3:
Branding
New
Products
and
Services
Points-of-difference
Flankers
Cash Cows
Low-End, Entry-Level or
High-End, Prestige Brands
Levels of
a Brand
Hierarchy
Designing
a Brand
Hierarchy
Modifier Level
Product Descriptor
Specific Products to
Introduce
Number of Levels of
the Brand Hierarchy
Corporate Image
Dimensions
Managing the
Corporate Brand
Corporate Credibility
Corporate Social
Responsibility
Corporate Image
Campaigns
Corporate Name
Changes