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If you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a tailored learning solution for you. Brand Education is a core competency of The Blake Project, the brand consultancy behind Branding Strategy Insider. Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands.
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Laura, you are right to point out that a smaller company with limited resources for branding cannot support multiple brands well.
Also remember that quite a lot of service brands tend to follow a corporate branding structure i.e. A brand’s position is the set of perceptions, impressions, ideas and feelings that consumers have for the product compared with competing products.
In planning their positioning, marketers often prepare perceptual maps that show consumer perceptions of their brand versus competing brands on attributes that are important to the consumer, whether functional or symbolic. Assessing strengths and weaknesses relative to competing brands along certain criteria important to the customer. If this does not work or if your positioning is not registering, marketers usually consider changing their positioning with a strategy that is more likely to be effective.
Contributed by: Ruth Stanat, President of  SIS International Research and research partner of The Blake Project.
A perceptual map is one of the strongest visual representations to support a brand positioning strategy.
Do you feel it is necessary for the perceptual map to be statistically accurate using quantitative analysis, or can it be performed using qualitative analysis with a more subjective view? Let me make a suggestion to brand owners in the interests not just of transparency but of greater consumer belief.

As media and strategic decisions become more fragmented and spread over multiple agencies; clear guidelines for the use of sound are crucial to maintaining a unified brand voice. Our strategic process identifies what, why and how sound should be used to strengthen the identity and experience of your brand. These guidelines translate your unique brand values into musical attributes, and describe how and where you should implement sound to achieve a unified voice and better business outcomes. Your sonic branding style guide is a valuable document for maintaining consistency, evaluating progress and keeping track of your marketing goals. Sounds, voices and music influence our emotions, perceptions of quality and how we interact with products, services and our environment. We work together with architects, designers, your creative agencies and you to build a unified soundscape across your entire brand.
These creative executions are designed to build emotional connections that increase brand recognition and shift  how your audience thinks and feels about your brand. A solid brand architecture strategy can significantly improve the odds of acquisition success. Companies on the other end of the spectrum have a tougher challenge since the master brand model is inherently hostile to acquired brands.
As practitioners and educators we deliver interactive brand education workshops and keynote speeches designed to align individuals and organizations on essential concepts in brand management and empower them to release the full potential of their brands. Army and Wyndham Worldwide are some of the organizations that have turned to The Blake Project for help in meeting learning objectives. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers.
Marketers plan positions that give their products the greatest advantage in selected target markets, and they design marketing mixes to create these planned positions. If a brand has a competitive advantage on an attribute that is not salient, marketers can educate their customers as to why it is important and show them why they should care about this attribute.

Stop communicating your efforts in sustainability, diversity, traceability, environmental contribution, fair trade etc as corporate social responsibility obligations.
Instead, we should consider brands through the principles of wabi-sabi – a Japanese aesthetic ideology centered around the acceptance of persistent transience. They often represent a big part of shareholder value (well over 50% in the case of brands like Disney or Coca-Cola) and, at the same time, they’re notoriously difficult to value accurately.
BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world. Is the brand the material elements – the ‘things’ (products, logo, imagery) – or is the brand the ideas – the ‘concepts’ (values, meanings, purpose)?
Whatever value they have is also significantly affected by who owns them and what they do with them. Join us for The Un-Conference: 360 Degrees of Brand Strategy for a Changing World, May 2-4, 2016 in San Diego, California. I would choose a brand that had some meaning across all of your product categories and uses.
A good brand architecture strategy can’t eliminate these inherent challenges but it can at least keep brands more front and center in the acquisition process and help companies move quickly post-acquisition to integrate new brands into their portfolio. Each new brand it has acquired has helped the company extend its geographical and retail footprint giving it a strong probability of increasing its overall shareholder value. A fun, competitive-learning experience reserved for 50 marketing oriented leaders and professionals.
Regarding your brand’s Internet presence, I would focus on one website, with separate navigation (and pages, if necessary) for different customer groups with different needs.

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