things. Thus, by maintaining or creating a strong corporate brand it is possible for corporations to differentiate themselves compared to their competitors. Brand Construction Various corporate brands can be constructed in different ways. Olins (2008) describes three possibilities: where one name and one visual idea are used. Examples of this could be ‘Monolithic’ LEGO or Nike, which both use one name and one logo for all their products. It could be argued that this is the type of brand architecture used by Starbucks, as it consists of one name and visual idea. is when one corporation owns several brands, which each have their own ‘Endorsed’ name and identity, but is otherwise perceived as one unity. Examples of corporations using an endorsed branding structure could be Nestlé KitKat, Sony Playstation or See by Chloé. is the final type of brand architecture. This is where each department or ‘Branded’ brand is being projected separately and is being perceived independently (Olins, 2008, p. 196). A corporation like this could be argued to be Unilever, which owns several different brands like Dove, Axe and Sunsilk. These brands have their own identity and logo, and Unilever has brands in various areas such as food and personal hygiene. Bilka could be argued to be positioned under this type of brand architecture, since it is part of Dansk Supermarked, which also owns Netto, Salling and føtex. However, Bilka is still considered an independent brand, with its own name and logo. If a corporation uses the monolithic brand structure, the corporation functions as the brand and it is therefore also referred to as the brand model’ (Ibid, 46). Olins further ‘corporate argues that this type of brand architecture is becoming increasingly popular due to the fact that corporate behavior is becoming more important and visible (Ibid). There is some valuable strength connected with having a monolithic or corporate brand. Olins (2008) mentions some of them to be that corporations of this type tend to have high visibility and also often a clear position on the market. Furthermore, because the corporation and the brand
things. Thus, by maintaining or creating a strong corporate brand it is possible for corporations to differentiate themselves compared to their competitors. Brand Construction Various corporate brands can be constructed in different ways. Olins (2008) describes three possibilities: ‘Monolithic’ where one name and one visual idea are used. Examples of this could be LEGO or Nike, which both use one name and one logo for all their products. It could be argued that this is the type of brand architecture used by Starbucks, as it consists of one name and visual idea. ‘Endorsed’ is when one corporation owns several brands, which each have their own name and identity, but is otherwise perceived as one unity. Examples of corporations using an endorsed branding structure could be Nestlé KitKat, Sony Playstation or See by Chloé. ‘Branded’ is the final type of brand architecture. This is where each department or brand is being projected separately and is being perceived independently (Olins, 2008, p. 196). A corporation like this could be argued to be Unilever, which owns several different brands like Dove, Axe and Sunsilk. These brands have their own identity and logo, and Unilever has brands in various areas such as food and personal hygiene. Bilka could be argued to be positioned under this type of brand architecture, since it is part of Dansk Supermarked, which also owns Netto, Salling and føtex. However, Bilka is still considered an independent brand, with its own name and logo. If a corporation uses the monolithic brand structure, the corporation functions as the brand and it is therefore also referred to as the ‘corporate brand model’ (Ibid, 46). Olins further argues that this type of brand architecture is becoming increasingly popular due to the fact that corporate behavior is becoming more important and visible (Ibid). There is some valuable strength connected with having a monolithic or corporate brand. Olins (2008) mentions some of them to be that corporations of this type tend to have high visibility and also often a clear position on the market. Furthermore, because the corporation and the brand