Brand families help consumers understand how products relate to and differentiate from one another. In a perfect world, the portfolio structure should define how the corporate or parent brand and the "sub-brand" relate to each other. Subsequently, the "sub-brand" should reinforce the core values of the parent brand. Over time, the families may become jumbled leading to consumer confusion on shelf, impacting financial success. Soulsight helps build and remodel brand architectures by analyzing the following:
How many levels of communication? How many separately named SKUs? What is the relationship between the named entities? Would establishing a new, mid-tier brand allow for broader reach and flexibility?
Does the architecture make it easy for consumers to shop and find the product they need? Do they "get it?"
Does the existing or proposed line extension fit within your brand? Do you have credibility in this area?
Does the architecture aid in brand blocking? For example, does the parent brand need to be that large?