Brand Architecture

Techniques for brand portfolio management

Brand Architecture


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.


Warc Exclusive, May 2014

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


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.

Kieron Mathews and Siva Raj, MRS Awards, Winner, December 2013

This article describes how Bausch & Lomb, the eye health company, used heart rate monitoring and facial coding technology to test a sales tool for a new contact lens product.


Geoffrey Precourt, Event Reports, The Market Research Event, October 2013
This event report describes how Frito-Lay, the snack manufacturer owned by PepsiCo, is trying to combine rational and emotional advertising messages. Working with a long standing campaign theme "Betcha Can't Just Eat One", Lay's continues to develop new products and promote its core rational benefit of being 'light, airy and crispy', whilst creating an emotional link for consumers.

Nicola Ko, Admap, November 2013
This article discusses a number of collaborative luxury brand extensions which are aimed at delivering an experience for consumers. Brand extensions should be consistent with brand values and reinforce the brand story.

WARC RECOMMENDS


WARC BRIEFING

Brand Architecture

Theories and trends in brand portfolios


BEST PRACTICE

Brand portfolio strategy

A practical how-to guide for marketers


ARTICLE FOCUS

Predict brand success

Why the ideal brand architecture needs Leading Indicator Metrics


ADMAP

Brand Architecture

A special issue on putting your brand house in order