A portfolio brand architecture

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The parent brand functioning subordinate to each operating units brand. For example, United Technologies operates as a parent brand because it faces Wall Street, but each operating unit is identified by its own endorsement brand. Sikorsky carries the brand name Sikorsky, A United Technologies Company, but uses the iconic gear symbol, as does Hamilton Sundstrand, etc. To complicate matters, sometimes United Technologies subbrands use the legacy identity when targeting specific customer audiences. A portfolio brand architecture, sometimes called a standalone brand architecture, maintains separate identities for many or all of its brands. In particular, if there is sufficient marketing support.

For the individual brands and the parent company is not considered to provide ukraine telegram number any brand equity that would benefit the individual brands, a portfolio architecture is appropriate. Procter Gamble operates . General Motors also operates a portfolio of brands with a small amount of equity provided by the parent company. Ingredient brand architecture uses a core brand such as Intel or NutraSweet as a common element to support and qualify other brands. The premise is that if an ingredient is good, the brand it enhances is better than one without it. In the case of PC purchases,.

Research shows that consumers look first at the ingredient, the processor Intel, rather than the brand it belongs to. How to decide which type of architecture is better? If you remember the golden rule from the outside in, that should be your starting point. You start by identifying the most important audiences. For most companies, thats customers. But for others, its financial and industry analysts, key trade media, and even governments. So the first task is to prioritize your audiences. The next step is to identify what each individual audience needs to hear or understand in order to engage with.