25-06-2012, 01:17 PM
Seminar on Brand portfolio
Brand portfolio.ppt (Size: 3.81 MB / Downloads: 57)
Brand Portfolio Strategy
Brand portfolio strategy specifies the structure of the brand portfolio and the scope, roles, and interrelationships of the portfolio brands.
The goals are to create synergy, leverage, and clarity within the portfolio and relevant, differentiated, and energized brands.
Brand portfolio strategy can be further elaborated in terms of six dimensions:
- The first of these is the brand portfolio itself, which provided the set of brands to be drawn upon to achieve the portfolio objectives.
- Two others, product-defining roles and portfolio roles, specify the varied set of roles that each brand could potentially play.
-The brand scope reflects the product categories or subcategories for which each brand will be relevant and the relationships between brand contexts.
-The portfolio structure formalizes the relationships between the brands.
-And portfolio graphic indicate how they are to be presented by themselves and relative to other brands.
Apple Garamond
Apple's corporate font was a custom variant of the ITC Garamond typeface, called Apple Garamond. It was used alongside the Apple logo, for product names on computers, in countless ads, printed materials and on the company website. Apple Garamond was used in most of Apple’s marketing.
Mac mini
Mac mini represented Apple's first real foray into the low-end consumer market. Mac mini packed an impressive feature set into a very small package, just two inches tall and 6.5 inches wide and deep.
Linchpin Brand
iPhone is such a linchpin brand product for Apple company, because it represents the future ability to control a substantial and critical segment in the mobile phone industry.
Moreover, iPhone can be sorted into high, medium and low priorities in term of the impact on the target brand and the cost involved.