|
Term |
Definition |
|
Brand architecture strategy |
Brand architectures are referred to the structure
that form by the brand portfolio, which are used to clarify the roles, function,
and relationship between the different brand in the portfolio to conduct more
effective and efficient impact. . 品牌架构是指由品牌组合形成的结构，用于明确组合中不同品牌之间的角色、功能和关系，以进行更有效和高效的影响。
3 Step to develop brand architecture
strategy 1.
Defining brand potential 2.
Identifying brand extension opportunities 3.
Branding new product and services.
|
|
Type of brand structure |
Shared brand structure共享品牌结构 Refer to multi type of product are using the same
brand name by unified corporate or cultural background, which able to save
cost and time consuming. 指多类产品使用同一品牌名称，统一企业或文化背景，可以节省成本和时间。
Independent brand structure自主品牌结构 Common for the brand that are having strong and
significant characteristic which have strong corresponding association with a
specific product or function 常见于具有强烈和显着特征的品牌，与特定产品或功能有很强的对应关联
Main/sub brand structure主/子品牌结构 Usually having a leader brand and many sub brand
that derivative below leader brand to generate different product
configurations. For example, the HUAWEI are having different series such as P
series, Mate Series, Honor series, and etc. 通常有一个领导品牌和许多在领导品牌之下衍生的子品牌，以产生不同的产品配置。 例如，华为有不同的系列，如P系列、Mate系列、荣耀系列等。
Multimodal Brand Structure Refer to the brand structure that are using of more
than two and combination usage of brand structure. 指两种以上使用的品牌结构以及品牌结构的组合使用。
|
|
How to distinguish type of brand 如何区分品牌类型 |
According
to brand awareness coverage: 根据品牌知名度覆盖率： Regional brand,
domestic brand, international brand 区域品牌、国内品牌、国际品牌
According
to brand life cycle: 按品牌生命周期： Long- and
short-term brand 长短期品牌
According
to brand strength: 按品牌实力： Strong and weak
brand 强弱品牌
According
to brand position: 按品牌定位： Leading brand,
follower brand, Challenger brand 领先品牌，追随品牌, 挑战者品牌
According
to brand source: 根据品牌来源： Own brand, Derivative
brand (refer to the brand that from through franchise, franchising, merger,
etc.), engrafted brand (refer to the brand through joint ventures and
cooperation) 自有品牌、衍生品牌（指通过特许经营、特许经营、兼并等方式形成的品牌）、嫁接品牌（指合资、合作的品牌）
According
to brand represent: 根据品牌代表： Company brand,
product line brand, sub brand, main brand, product category brand. 公司品牌、产品线品牌、子品牌、主品牌、产品品类品牌。
According
to brand subject: 根据品牌主题： Personal brand,
organizational b rand, geographic brand (city, country). 个人品牌、组织品牌、地理品牌（城市、国家）。
|
|
Level in brand hierarchy |
·
Company brand ·
Family brand ·
Individual brand ·
Modifier brand ·
Product descriptor
|
|
Brand hierarchy/brand architecture example |
 |
|
|
|
0 comments: