Brand Profile, Range Architecture and Extension in FMCG/CPG

Name: Brand Profile, Range Architecture and Extension in FMCG/CPG
Rating: 4.4 (25 reviews)

Learn about key branding tools that define brand positioning, brand architecture and brand extensions.

Last updated 7/2020

English

What you'll learn

3 sections • 11 lectures • 53m total length

Brand Profile2:11
What is a brand profile? Why do we work on it?
Brand Profile: details on the key sections of this tool5:36
What are the key sections that make the brand profile? How to write your own brand profile?
Brand Profile: implications10:33
What are the implication of brand profile on typical marketing activities? Focus on: 1) communication 2) Activation and 3) Design.

Introduction to Range Architecture2:50
What is range architecture in FMCG / CPG branding? Why is it important? What are the most important implications?
Range Architecture implications4:47
What are the key implications of range architecture?
Learn some terminology that is useful in FMCG / CPG
Range Architecture: growth2:06
How does Range Architecture grows and expands? Look at some models.
Range Architecture & segmentation7:19
Range Architecture and Segmentation: what is the relation between the two?
Range Architecture: how to evaluate it4:51
How to evaluate your Range Architecture? A framework to judge your current situation.

Learn about 3 fundamental branding tools:

- Brand Profile: a summary of the brand positioning.

- Range Architecture: the organisation of the brands/products portfolio of a company according to some rational criteria

- Range Extension: the extension of a brand name in different and new categories/markets

What are the tools?

Why do we spend our time in working on them?

How do we use?

How to plan them?