Brand Architecture & Elements

ByMahizharasu
Pranav Kotgire
Harsha Siddham
Vinay Guwalani

Company Profile
Brand name: ZEST
Brand logo: combination mark
Brand slogan: Be yourself
Price range: Rs.1599 to Rs.5999

 Character: Outgoing, sports lover, stylish

Packaging: Box packing
Target market: Age group 15 years and
above
Geographical area: Indian market, West and
north zone
Business model :

Franchisee

Brand Architecture
Organising structure for
how a company manages its
brands.
It specifies certain brand
roles and the nature of
relationships between
brands.
Brand architecture provides
the blueprints for how
closely the different
brands are related, or not
related.

Brand architecture Strategy

Defines the number and
roles of brand names that a
company uses for its range
of products and the target
groups or target markets.

Brand-architecture strategy
ranges from a single brand
for all products and target
groups of a company to a
strategy in which every
single product carries its
own brand name.

The Range Brand Strategy

The same area of expertise
is extended to
several products not necessarily
in the same product line
This strategy helps companies to
extend the brand to products
that do not complement each
other
One brand helps promote a large
number of non-complementary
products and
hence the cost of promotion
becomes low

ZEST

Sports
shoes

Casual
Shoes

Foot care

Accessories

Running

Loafers

Cream

Socks

Spikes

Moccasins

Foot scrub

Shoe covers

Non-marking

Linings

Laces

Elements of Brand Architecture

Brand Portfolio
Brand portfolio
strategy aims to
maximize market
coverage and minimize
brand overlap through
the effective
creation, deployment,
and management of
multiple brands
within a company

Single Brand
Zest
Casual
Zest
Sports

ZEST

Zest
Foot
care
Zest
Accessories

Portfolio Role
For building effective brand
architecture it is necessary
to identify the portfolio
roles of each brand.
It provides a tool to take
more system view of the brand
portfolio and includes a
strategic brand, a linchpin
brand, a silver bullet brands
and a cash cow brand.
A brand could even be a
combination of more than one.

Brand Portfolio roles- Zest

Cash Cow Brands : Zest Sports
Not much investment
Well established: high
recognition, loyal customers.
Branded Energizer : Indian Super
League
By association significantly
enhances and energizes a target
customer
Brand recognition all over India
Strategic Brand :
Project to become leading brand in
India.

Brand Market Context Roles

Endorser & Sub-brand role: An endorser brand is
an established brand that provides credibility
and substance to the offering. Endorser brands
usually represents organizations rather than
products because organizational associations
such as innovation, leadership and trust are
particularly relevant in endorsement context
Benefit Brand: The benefit brand is a brand
which offers either features, component
ingredients or services which becomes the unique
selling proposition (USP) of offering.

 Co-brands: Co-branding occurs when brands

from different organizations combine to
create an offering in which each plays a
driver role.
.

Driver role: Driver role

which a brand drives the
decision and defines the
brand with a driver role
level of loyalty.

is an extent to
purchase
use experience.
will have some

Endorser & Sub-brand role

Example: Mcchicken, Mcburger, Mctikki, etc.

Brand Portfolio Structure

The Portfolio Structure
presentation provides
perspective to help
evaluate the brand
architecture.
A successful brand
architecture makes a
range of offerings both
to the customers and to
those inside the
organization.

Hierarchy Tree for Zest

ZEST

Sports shoes

Casual Shoes

Foot care

Accessories

Running

Loafers

Cream

Socks

Spikes

Moccasins

Foot scrub

Shoe covers

Non-marking

Linings

Laces

Portfolio Graphics
Visual representations of a
brand are called portfolio
graphics.
The identifying logos,
trademarks, packaging,
symbols, product designs,
taglines and even the touch
and feel aspect of the
product are all included in
portfolio graphics.
These are helpful towards
building a strong brand,
and drive the purchase
toward the brand.

Portfolio Graphics - Zest

Logo : Combination mark

Tag Line: Be yourself
Packaging: Box packing
Product Design

Leveraging the Brand

A brand leveraging strategy uses
the power of an existing brand
name to support a companys
entry into a new, but related,
product category

Consumers maintain a consistent

brand perception until
disappointed

More products mean greater shelf

space for the brand and more
opportunities to make a sale

Leveraging Strategies

Line extension
Co-branding
Vertical extension
Brand extension

Brand Extension

Clothing line Sports wear, extreme

sports wear
Sport equipment Gym instruments,
cycle
Accessories Deodorant , Perfumes
Co-Branding

Co-branding with leading Automobile

brands for collection
Eg. Puma with Ferrari, BMW,Ducati

References
http://www.extension.iastate.edu/agdm/whol
efarm/html/c5-53.html
http://www.themanagementor.com/kuniverse
/kmailers_universe/mktg_kmailers/BPS2003_
1.htm
http://www.businessdictionary.com/definition
/brand-portfolio.html

Thank You