Brand Roles and Scope

Brand Management
Knowledge Center

 

Next Topic

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

 

Next Topic



About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2020 12manage - The Executive Fast Track. V15.6 - Last updated: 24-9-2020. All names of their owners.