Brand Architecture
Challenge
Promethean, a leading educational technology company, needed a branding strategy within the context of their new Chinese corporate parent and siblings. NetDragon, the parent company, wanted to create an new umbrella brand; however, there were already two strong brands with high awareness in the portfolio meeting the needs of two separate targets, the school district IT administrator and the teacher.
Approach
Mapped out the brand hierarchy and architecture, using data from a recent brand equity monitor study to show high awareness of existing brands. The map included key user and buyer targets and product positioning/equity in the architecture to demonstrate that a new umbrella brand would not simplify the branding, but rather would layer additional complexity that may not be relevant to several key audiences.
Results
Convinced international management that the existing Promethean and Edmodo brands were strong and highly relevant to each of their key audiences and should not be subjugated to a new brand (Elernity) that would take time and resources to build.
