Brand Roles and Scope

Brand Management
Knowledge Center

 
Brand Management > Forum

New Topic


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

 

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

Are you interested in Brand Management? Sign up for free

Notify your students

Copy this into your study materials:

and add a hyperlink to:

Link to this discussion

Copy this HTML code to your web site:


Brand Management
Knowledge Center

 


About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2021 12manage - The Executive Fast Track. V15.8 - Last updated: 24-2-2021. All names of their owners.