
The fundamentals of branding: building a strong brand
Brand structure and families
Brand structure
The first step in understanding branding is to analyse the brand structure, also known as the Brand Architecture. This involves determining the relationship between all a company’s brands. A coherent structure makes it possible to define the role of each brand and maximise consumer confidence. Consumers can then transfer their loyalty from one brand to another within the same group.
Brand families
Brands are often hierarchically divided into families, comprising :
- Corporate brand: Encompasses social and professional practices, sometimes playing the role of employer brand.
- Umbrella brand: Covers various products or services under a single name, such as Sony.
- Individual brand: Part of a family of brands with no obvious link to other affiliates. For example, Procter & Gamble brands all have their own personality (Tide, Pampers, Gillette, Febreze, Crest).
- Daughter brand: Product or service variants of the same brand, such as Coca-Cola Zero or Miller Lite.
Brand extensions
Brand extensions enable brands to evolve through innovation, from new product categories to strategic partnerships. These extensions are based on customer trust and loyalty to the brand.
Brand development methodology
Brand strategy
The development of a brand begins with the establishment of a strategy. This document defines the brand’s objectives, market information, competition, target audience and values. This strategy guides communication and marketing.
Market research and analysis
A sound methodology is based on in-depth research, such as surveys of the competition, social trends and consumer preferences. Brand diagnostics analyse image, heritage, strengths and market segmentation.
Brand positioning
Positioning defines the brand’s place in the market. It is distinguished by specific attributes such as the brand’s personality and its values. The proposal must answer where, how and with whom to promote the brand.
Brand values
Values (origin, price, responsibility, stature) are the pillars of the brand promise. They also create an emotional bond with consumers. They require careful management to reconcile these values while enabling the brand to evolve dynamically.
Brand communication
Development and repositioning
The development or repositioning of a brand must be accompanied by effective communication. This includes constant communication, both internally and externally, involving employees and adopting a cross-functional approach.
Brand monitoring
Brand management requires compliance with the rules set out in a brand charter. This charter lists the essential elements of the brand’s identity, such as the editorial charter, the graphic charter and the images associated with the brand. It is therefore important to recognise the brand as a living entity. It can evolve, while preserving its fundamental qualities.
The fundamentals of branding, in a nutshell
Mastering the fundamentals of branding is essential to creating and maintaining a strong, distinctive brand. From the development of a brand strategy to its ongoing management, each stage contributes to forging a solid identity and ensuring the long-term success of the company.
Source: The Fundamentals of Branding, by Melissa Davis