Brand Roles and Scope

Brand Management
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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

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Brand Management
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