Beneath Brand Strategies, Forms of Life (Part II) (original) (raw)

David A. Aaker's "Brand Portfolio Strategy," published in 2004, remains a standard in the field of brand management. Around the same time, post-structural semiotics within the Greimasian tradition was evolving to consider new paradigms (experiences, strategies), and new disciplines, such as consumer culture or brand management. On the occasion of the book's 20th anniversary, this article aims to demonstrate how contemporary semiotics can provide a fresh perspective on one of its fundamental models: the "Brand Relationship Spectrum." In this analysis, we will scrutinize, reassess, refine, and supplement the brand strategies (branded house, subbrands, endorsed brands, house of brands) and their "product defining roles" (master brand, subbrand, product brand, descriptor, etc.) to challenge their relevance and optimize their utility for brand management. This examination will clarify Aaker's structuring of the Brand Relationship Spectrum as well as provide an opportunity to enhance the understanding of the concept of driver. Furthermore, beneath each brand strategy, will be identified a semiotic "form of life," that is, a way of positioning and giving meaning to an offering: the branded house strategy will be likened to a "full service" strategy; the subbrands strategy to a "superorganism" strategy; the endorsed brands strategy to a "mighty house" strategy; lastly, the house of brands strategy to a "holding company" strategy.