One overlooked area in brand-business learning is the necessity for creating and implementing a brand-business architecture policy. Why is a brand-business architecture policy necessary?
In an effort to bring more of the rigor and discipline of financial analysis to marketing decisions, a number of scholars and consulting organizations have attempted to apply financial investment models to the management of multiple products within the firm. After all, firms manage portfolios of products.
Many marketers seek to obtain financial benefits from their brands by using the awareness, attitudes, affection, and loyalty associated with these brands by “extending” the brand to new and different products and product categories. Procter and Gamble used its Tide brand, which was associated for many years with a single powdered detergent, to expand into an array of more than 60 related cleaning products, including specialty powdered products, liquid detergents, antibacterial fabric spray, and instant...
Bloomberg Hyperdrive, a newsletter on the ideas that are reshaping the automotive industry, interviewed the CEO of Harley-Davidson, Jochen Zeitz. The subject of the interview was the spinning-off of Harley’s electric bike division – LiveWire.
From Marriott to Amazon to Nestlé to Google to Apple to Unilever to LG to Neutrogena Source-Branded Portfolios are increasing in importance. With a shared common, source of credibility, individual brands can focus on developing and strengthening their specialness. In a highly competitive, highly fractionated, fast-paced environment, resources are better often better spent behind Source-Branded Portfolios than behind a disparate portfolio of unaffiliated brands.
