Brand Architecture, Brand Pyramids, and Strategic Brand Management

This week’s topics

Brand Architecture, Brand Pyramids, and Strategic Brand Management

1. Brand resonance and core identity prisms
2. Alignment between brand pyramid and market positioning
3. Brand extension strategies
4. Brand equity revitalization and defensive governance
5. Lecture 43: Brand Resonance Model
6. Lecture 51: Brand Architecture Strategies And Brand Portfolio
7. Lecture 58: Brand Revitalization & Repositioning

What you will be able to do

• 5.2 Critically discuss the need for integration between the brand pyramid, the brand's positioning and brand management.
• 5.3 Demonstrate how branding is used to strengthen a business or product.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: critically discuss the need for integration between the brand pyramid, the brand's positioning and brand management.

Study materials

Videos

• Brand Architecture: Building Brands to Last · YouTube · Art+Science with Kevin Hartman · 8 min · for registered students
• What Is A Brand Portfolio (Models, Types and 6 Top Examples) · YouTube · Brand Master Academy · 16 min · for registered students
• CBBE Model · YouTube · Marketing World · 15 min · for registered students
• Keller’s Brand Equity Model Explained (CBBE Resonance Pyramid) · YouTube · Brand Master Academy · 6 min · for registered students
• Philip Kotler on the importance of brand equity · YouTube · LeadersIn · 4 min · for registered students

Further resources

• Principles of Marketing, ch. 9.5: Branding and brand development · PDF · OpenStax, textbook chapter; pp. 316–320 · for registered students
• MIT OpenCourseWare 15.810 Marketing Management (Fall 2010) · Reading · MIT OpenCourseWare, course · for registered students