Beruflich Dokumente
Kultur Dokumente
Aaker’s Model
1
Brand Portfolio
Includes all the brands & subbrands
attached to product-market offerings,
Brand-Market Context including co-brands with other firms. Portfolio Roles
Roles •Strategic brands
•Subbrands •Linchpin brands
•Benefit brands •Silver bullets
•Co-brands •Cash cow brands
Brand
Architecture
Brand Portfolio Structure Portfolio Graphics
•Brand Groupings •Logo
•Brand hierarchy trees •Visual presentation
•Brand range
? ?
18%-
16%-
14%-
12%-
?
(Linchpin Brand)
?
(Strategic Brand)
10%-
8%- Cash cow Dogs
6%-
4%-
2%- 6 (Silver Bullet)
0
10x 4x 2x 1.5x 1x .5x .4x .3x .2x .1x
3
Relative Market Share
Product-Market Context Roles
4
Brand Portfolio Structure
5
Brand Portfolio Structure
• Brand Hierarchy Tree: Brand family
Colgate
6
Brand Portfolio Structure
• Brand Range:
Kraft Products include :
– Master brand products :Cheese, Mayonnaise,
Salad dressing and Barbeque Sauce
– Sub brands: Shake and Bake, Oscar Mayer,
Post
7
Portfolio Graphics
8
Brand Architecture Obj.
9
Horizontal Extension
ADDED ENHANCED
FIT BRAND
VALUE
EQUITY
12
Five Dimensions
Dimension Action Item
Brand Portfolio Inventory existing brands and subbrands.
13