Definition: a Brand Role is in branding the distinctive job that is assigned to it in relation to its market and/or vis-à-vis the rest of the brand portfolio.
In brand management we can distinguish 2 types of brand roles:
- Strategic Brand Roles (strong traction with consumers in a particular market place, considerable momentum for a formidable performance in the future, contribute strongly to the firm's financial performance, get substantial investments)
- Supporting Brand Roles (less important on their own but may work to help the strategic brands succeed; e.g., Fighter Brands, Flanker Brands, Silver Bullet Brands).
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