Abstract:

Managing the complexities of brand architecture has never been more challenging. Product commoditisation and competitive intensification have heightened the importance of building deep brand connections with target audiences. Meanwhile, market fragmentation, channel proliferation, rapid product innovation and budgetary pressures have made organising brands with coherent and effective brand portfolio structures more difficult. This presentation demonstrates how a mixed methodological approach to research—anchored in semiotic and cultural analysis—can assist organisations with seemingly dissimilar target audiences and product offerings construct a meaningful, uni?ed master brand position with powerfully targeted sub brands.