Brand Architecture

Strategic Brand Management

Extended essay

BRAND ARCHITECTURE

Case study: LU’s Kraft Foods takeover

Nathan WILLEMS

PGE M2 – IMBD PARIS CAMPUS

I.

Brand architecture

What is brand architecture? Why is it useful? ______________________________3

Definition _______________________________________________________________________________ 3 Brand levels ____________________________________________________________________________ 3 What role? ______________________________________________________________________________ 3

What are the different kinds of architecture? How do they work? ______4

Monolithic ______________________________________________________________________________ 5 Endorsed ________________________________________________________________________________ 6 Freestanding ___________________________________________________________________________ 7

II. Case study: LU’s Kraft Foods takeover

Presentation of the firms _______________________________________________________9

Kraft Foods _____________________________________________________________________________ 9 LU ________________________________________________________________________________________ 9 Context of the takeover _______________________________________________________________ 9

Kraft Foods strategy: LU becomes a source brand _______________________ 10

LU before Kraft: a patchwork of several brands _________________________________10 Benefit from LU’s brand equity to harmonize the branch _____________________10 A new communication strategy ____________________________________________________11 Making brand extensions & avoid cannibalization through cobranding ____12

Key success factors ____________________________________________________________ 13

BIBLIOGRAPHY/WEBOGRAPHY _______________________________________________________ 14 -2-

I.

Brand architecture

What is brand architecture? Why is it useful? _______________________________

Definition...