Brand Positioning · Brand architecture · Component
The case per brand
What each separate brand buys that justifies maintaining it — assessed periodically, because most of them were never assessed at all.
The deliverable
What it is
Every brand in a portfolio should have a case. Most have a history instead, which is a different thing and does not survive examination.
Consolidation loses recognition, and that loss is real. The decision is a trade rather than a tidy-up, and it should be costed on both sides.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The net position
What it costs against what it returns.
3 attributes: Annual cost · Attributable return · Confidence
LearnThe decision
Keep, merge or retire, with what it would cost.
3 attributes: Decision · Transition cost · Owner
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Most brands in a portfolio have a history rather than a case. The two look identical until someone asks.
The other components in brand architecture
The portfolio map
Every brand and name in market, and how they currently relate — a list that is always longer than anyone expects.
LearnThe relationship rule
What carries the master brand, what is endorsed, and what stands alone — decided as a rule rather than per launch.
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