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4 Brand Positioning Strategies for Multi-Product Categories - Business 2 Community

4 Brand Positioning Strategies for Multi-Product Categories - Business 2 Community | timms brand design | Scoop.it

Brand architecture serves as the corporate roof under which a business can protect and unify its brand portfolio. Fortune 500 companies, e.g. the P&Gs, Krafts, and Coca-Colas of the world, utilize brand positioning strategies to protect their numerous brands from external market forces, as well as to unify brands in order to enhance consumer associations and perceptions. The process of developing brand architecture is a strategic one, based on identifying threats and creating strong corporate bonds amongst brands that work to mitigate the risk of brand failure. These risks can come from not only consumer preferences, but market fragmentation, competitors, and the pressure to extend existing brand recognition across multiple products. With threats like these in an ever-expanding and competitive global marketplace, companies with weak brand infrastructures will struggle to compete.


Hostess, maker of the iconic Twinkie, is a recent example of a major brand failure. The company’srefusal to modify its product line in order to adapt to changing consumer tastes is cited as a major reason why Hostess plummeted into bankruptcy. Since the company’s collapse, private equity firms Metropoulos & Co. and Apollo Group Management have purchased Hostess with the goal of building a stronger and more stable corporate roof under which the Twinkie, Ding-Dong, and other Hostess brands may again flourish. The two private equity firms will need to decide how to best position the brands in order to mitigate the risks posed by the many volatile and unpredictable market threats. If industry best practices are any indication, Metropolous and Apollo Group will position the Hostess brand by modeling one of the four most common brand positioning strategies, shown in the infographic below.

Via Russ Merz, Ph.D., Alexander Hamilton
Cen Xun's comment, August 22, 2013 3:39 AM
this article is quite interesting!! it is very easy to understand the different between brands, the pos and neg of them and what strategy is suitable, easy to understand for everyone
Melika Trott's comment, August 22, 2013 11:19 PM
German, I agree and also find it interesting that a brands profiles can influence one another. Good brand architecture is essential to the success of a brand, without it, or if it is not done correctly, long term success is unlikely, as we have seen with the articles example of Hostess. A very insightful article which most of us can learn from.
heeyeon yoon's curator insight, September 28, 2014 5:14 AM

Brand Architecture refers to the horizontal of the brand to organize for a company that owns numerous brands to optimize brand management, the vertical structure and it can protect and unify brand portfolio. Depending on the relationship between the product / service brand or sub-brand and top brands and corporate brands, Brand Architecture can be classified as Brand Architecture of four. Which are monolithic, sub, endorsed and individual brand strategy.  From this article it says companies looking to frame their brands will lean towards either a branded house or a house of brands strategy. These two brand architectures represent opposite ends of the brand relationship spectrum: the house of brand strategy reflects a more independent, stand-alone branding approach; while the branded house strategy represents a more singular, cohesive brand umbrella. 

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Inspirational Examples of Brand Presentation

Inspirational Examples of Brand Presentation | timms brand design | Scoop.it
Lee Tonitto's curator insight, April 28, 2013 3:12 AM

Your marketing stratgy will not work unless you develop authentic branding