Assignment Task:
Your task is to architect a brand hierarchy for an existing publicly-traded organization of your choosing that is designed to position the organization for market superiority over (and beyond) the coming five-year period. (Please do not choose any company discussed in the text in the context of brand hierarchy, brand architecture, etc. For example, please stay away from Apple, Google, Marriott, Netflix, Honda, 3M, British Airways, L.L. Bean, TOMS, General Mills, and Gatorade. If you decide to choose a company like Amazon, to keep the project manageable I would recommend sticking with Amazon’s business units and not getting into the many, many manufacturer brands the company sells.) Importantly, your work here is to cover all product categories in which the organization participates; consequently, your work here will cover all brand portfolios marketed by the organization. Naturally, your architectural plans are to align with the organization’s mission, vision, and strategic emphases. For example, you should recognize the extent to which the organization is a differentiator versus a cost leader and make your architectural decisions to accord with that business-level strategy focus. Still, you should assess the need for organizational change and the possible role that branding decisions could play for initiating that change or signaling that change in the market. For example, you could consider category extension as a tangible means of enabling the organization to pursue new market opportunities. In view of the dynamic nature of business today, you will need to consider and address brand management decision-making over the five-year period. For example, you would consider whether a poor performer should ultimately be scheduled for deletion toward the end of the five-year period.
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