Brand roles model
Brands rarely operate in isolation. An organisation's products are generally marketed under a combination of brands. Together they form a brand system.
Understanding the role that each brand plays in a brand system is the key to effectively structuring and managing the system. The figure provides an overview of the possible roles a brand can play:
Strategic brand:A strategic brand is one that is important to the future performance of an organisation. It may represent a meaningful quantity of sales and profits. Or it may represent a linchpin in the intended future development of...