Brand Architecture

Techniques for brand portfolio management

Brand Architecture

Warc Exclusive, February 2015

This article provides marketers with information and guidance on building brands.

Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report addresses the role marketing is playing for Chobani, the Greek yoghurt brand.

Low Lai Chow, Event Reports, Qualitative 360, October 2014

This event report explains how Dorel, the juvenile products manufacturer, repositioned its Quinny stroller brand to appeal to urban parents, to stop cannibalisation of its other stroller brand in Europe.

Lois Jacobs and Thomas Ordahl, Admap, October 2014

This article explores the new demands made of brands as markets and disruption happen much quicker, and argues that 'agile brands' are the answer.

Jean-Noel Kapferer, Research on Warc, The Definitive Book of Branding, September 2014

This article demonstrates the importance of innovation to brands and how to brand innovation once it has been developed.

Neale Cotton and Julian Dunne, ESOMAR, Congress, Nice, September 2014

This paper explains how organisations with seemingly disimilar target audiences and product offerings can construct a unified master brand positioning.

Stephen Springfield Sr and Aaron Reid, Admap, September 2014

This case study describes how PepsiCo used implicit response testing to create a roadmap for the extension of its Doritos snack brand.

Stephen Whiteside, Event Reports, IRI Summit, March 2014
This event report describes how Frito-Lay, the snack foods company owned by PepsiCo, approached 'discovery brands' in the US. Discovery brands are defined as a trade-marked brand with small sales, and were found to account for 30%+ of value sales growth in 23 of the 25 top food and beverage categories.

Stephen Whiteside, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2013
This event report discusses how IMAN, the beauty brand targeted at multicultural consumers, has tapped into the rising affluence, digital savvy and comparative youth of its core audience. IMAN's strategy is embodied by the introduction of its BB Crème, which was unveiled on YouTube by a select group of beauty bloggers and made available to pre-order online, before then going on sale in bricks and mortar stores.



Brand Architecture

Theories and trends in brand portfolios


Brand portfolio strategy

A practical how-to guide for marketers


Predict brand success

Why the ideal brand architecture needs Leading Indicator Metrics


Brand Architecture

A special issue on putting your brand house in order