young marketer elite 2 - positioning - mai bang - nhat duy
TRANSCRIPT
ASSIGNMENTBRAND POSITIONING
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bacteria
EXAMPLE ABOUT SIX MAIN BRAND ARCHITECTURESDEFINITION & KEY LEARNING POINTS
House of Brands HybridBranded House
Builds equity in strong stand-alone
brands across a wide range of categories
Requires
significant
marketing
investment
Leverages strong master
brand while allowing flexibility.
Requires careful
planning to
avoid confusing
customers or
diluting the
master brand.
Results in strong master brand.
Can be difficult to
extend beyond the
expertise of the
master brand.
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