Brand Profile, Range Architecture and Extension in FMCG/CPG

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

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Description

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?

What You Will Learn!

  • Range architecture in branding
  • Range extensions in branding
  • Core, variants, extensions, sku
  • how to screen extensions ideas
  • innovation plan
  • brand architecture
  • communication architecture
  • segmentation

Who Should Attend!

  • marketers
  • FMCG / CPG marketing
  • brand managers