How to Create a Brand Architecture for Private Label Products

Private label (PL) is a remarkably profitable line of business. Around the world, the retailers’ profit margin of PL is roughly 40%, which is twice as much (!) as the profit they make from other brands. Consequently, so far PL has been treated as a “cash cow.” Money was invested in PL the product, not PL…

Ingredient branding

Teflon, NutraSlim, Dolby Digital, Gore-tex, Lycra, Shimano, Woolmark and Intel… What do they have in common? Yep. They are all ingredient brands that made millions of dollars. Previously, we studied the brand hierarchy of Mervin Manufacturing and stated that MTX and BTX are actually ingredient brands. Today, we will look at the secrets of creating…

Brand architecture 201: Mervin Manufacturing

Previously, we talked about different structures of brand architecture. Let’s continue from where we left off and look at brand hierarchy and roles by studying one of my favourite brands: Mervin Manufacturing.

Brand architecture 101

Interbrand’s explanation of brand architecture is: “The way an organization structures and names the brands within its portfolio.” The firm adds that: “There are three main types of brand architecture system: Monolithic, where the corporate name is used on all products and services offered by the company; Endorsed, where all sub-brands are linked to the…

Alcohol and Starbucks… Success or failure?

I recently read an article by Mr. Martin Bishop from Landor about Starbucks serving regional wine and beer in some of its Seattle locations. Lately, Starbucks successfully updated its identity and announced that it aims to be more than a coffee company. The brand’s little experiment clearly shows that it means it. But I think such…