Troiano's expertise includes tools and analysis for product brand management, its marketing and communication and above all, its process for businesses expansion and development.
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10. Brand Architecture System
Organizing a company’s brand architecture
We have been watching for some time in the corporate milieu a strong mergers and acquisitions movement. As a result, one way or the other companies face growing challenges to keep their brands healthy and productive. It’s increasingly common for brands architectures to suffer serious problems due to several reasons: acquisitions, company growth, business units compartmentalization, etc. When this happens, the brands’ portfolio organization looses its clarity and transparency, especially in the eyes of the market.
SAM – Brand Architecture System – is an instrument to orient companies on the most adequate strategy to organize its brand portfolio.
By way of a set of approaches, it combines internal company analysis, brand history and researches, with different publics or stakeholders.
In addition to help the construction of the best portfolio design, SAM orients the company through all the new configuration implementation process. Gains resulting from use of this tool are tangible: well-balanced, stronger brands, with greater visibility, and better synergy.
