Brand Roles and Scope

Brand Management
Knowledge Center

 
Brand Management > Forum

Parag Utekar, Student (MBA), India
🔥NEW A strong brand portfolio is one where brands each have a specialized role to play (brand role) and occupy a specific scope (brand scope) in the overall brand portfolio/architecture where the brands can be linked and work interdependently to support, reinforce, and complement each other. A brand role is the distinctive job that is assigned to it in relation to its market and/or vis--vis the rest of the brand portfolio, and the brand scope outlines the customer segments, need states, price points, and channels the brand is designed to cover. A marketer must ensure that each brand in the portfolio has a clear role and a different scope that will minimize the overlap. It helps the managers avoid brand proliferation and inter-company brand competition. In a portfolio, a brand can play multiple roles. Some could be strategic importance. Strategic, power, or focus brands have demonstrated strong traction with consumers in a particular market place, have considerable momentum for a form (...) Read more? Sign up for free

Please register now to read all responses and to join this discussion yourself. It's easy and 100% free.

Sign up for free     Log in


 
More on Brand Management
Summary
Forum
Brand Portfolio Strategy: Mono- and Multi-Brand Strategies
Sub-Branding Strategy and Endorsed Branding Strategy
Brand Roles and Scope
Best Practices
Managing Brand Hierarchy
3 C's of Brand Positioning
What is Brand Rivalry? Definition
How to Protect your Internet Domain Name?
Effects of a Product Recall on Competitors
Brand Comparison in Advertising
What is Orange Marketing? Definition
How to Maintain a Brand once it's Established?
Brand Advertising versus Positioning
Special Interest Group Leader

Are you an expert in Brand Management? Sign up for free


Brand Management
Knowledge Center

 


About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2020 12manage - The Executive Fast Track. V15.6 - Last updated: 1-12-2020. All names of their owners.