Brand Architecture

Techniques for brand portfolio management

Brand Architecture


Geoffrey Precourt, Event Reports, ARF Re:think, March 2015

This event report covers how Dannon, the dairy group, has enhanced the status of its Light & Fit brand - a player in the very competitive US weight-management category.


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines how Carhartt, the workwear manufacturer, engaged consumers in a new way by developing a branded craft beer.


Patrick Fagan, Admap, April 2015

This article argues that Coca-Cola's new low-sugar variant - Coca-Cola Life - is doomed to fail.


Merry Baskin, Warc Best Practice, March 2015

This article analyses what brand models are for, examines different types and provides a checklist of how to use them.


Les Binet and Sarah Carter, Admap, March 2015

This article argues that brands should refrain from new product development for the sake of having something 'new' to talk about, and instead build better emotional connections with consumers.


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.

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