Brand Foundations and Brand Building Principles in Consumer Products
Brand Foundations and Brand Building Principles in Consumer Products

Author(s): Yavor Karagyozov
Subject(s): Economy, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: Brand Architecture; Brand Foundations; Brand Archetypes; Brand Triangle; Portfolio Strategy
Summary/Abstract: The scientific report aims to explore the fundamental principles in brand building that can support organizations in differentiating meaningfully their consumer products. This study reviews the brand architecture development and setting brand foundations. A part is dedicated to the different archetypes used in the brand architecture, consumer emotional territories and frame of reference. The emphasis is placed on the brand triangle structure used for brand positioning and the top of the triangle – defining brand promise. Interaction between brands in portfolio strategy is also discussed within several phases – Corporate, Global Portfolio and Market Prioritization, Prioritization of Local Market Portfolio, Local Portfolio Management. Author defends the thesis that best-in-class execution of these principles is the key to win vs competition and drive sustainable long-term value creation.

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