Brand Relationship Spectrum

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\ The Brand Relationship Spectrum: THE KEY TO THE BRAND ARCHITECTURE CHALLENGE David A. Aaker Erich Joachimsthaler T he classic brand manager dealt with simple brand structures with few extensions, subbrands, and endorsed brands in part because he or she was faced with a relatively simple environment and simple business strategies. Today the situation is far different. The brand managers now face market fragmentation, channel dynamics, global realities, and business environments that have drastically changed their task. In addition, there is pressure to leverage brand assets in part because of the prohibitive cost of creating new brands. To cope with these pressures and complexities, brand managers have had to create and manage brand teams that are often intricate and complex, involving multiple brands, aggressive brand extensions, and complex structures involving subbrands and endorsed brands. This set of challenges has created a new discipline that can be labeled "brand architecture" because it deals with relationships and structures not unlike those facing an architect who must design the structure and layout of rooms, buildings, and cities. A coherent brand architecture can lead to impact, clarity, synergy, and leverage rather than market weakness, confusion, waste, and missed opportunities. Brand architecture is an organizing structure of the brand portfolio that specifies brand roles and the nature of relationships between brands. This article introduces a powerful brand architecture tool, the hrand relationship spectrum (portrayed in Figure 1). It is intended to help brand architecture strategists to employ, with insight and subtlety, subbrands and endorsed brands. Subbrands Adapted from Brand Leadership by David A. Aaker and Erich Joachimsthaler Copyright © 2000 by David A. Aaker and Erich Joachimsthaler Reprinted by permission ofThe Free

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