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Principes d’architecture de marques

English translation: branding principles

GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)
French term or phrase:Principes d’architecture de marques
English translation:branding principles
Entered by: Sophie Raimondo

22:49 Oct 16, 2006
French to English translations [PRO]
Marketing - Marketing / Market Research / bank
French term or phrase: Principes d’architecture de marques
Principes d’architecture de marques
(Titre d'un paragraphe de présentation powerpoint du groupe et des marques faisant partie du groupe)...
Et un peu de texte pour rétablir le contexte:
Deux niveaux d'émetteurs : marque commerciale et XXX (banque).
Principe : capitaliser sur les marques commerciales existantes et les sphères d'expertise qu'elles représentent, tout en affirmant la présence et la valeur du Groupe, qui vient s'inscrire en caution.
Principe d'un bloc marque intégré : intégration systématique de 2 niveaux d’émetteur au niveau graphique, mais également au niveau écrit (cf. mention systématique de « Groupe XXX») ;
Sophie Raimondo
United States
Local time: 02:36
branding principles
Explanation:
New "businessspeak" term
Selected response from:

Conchi De Salas
Canada
Local time: 05:36
Grading comment
Both replies are great, but this ones sounds better, even tough I agree the architecture part is only one aspect. Thanks to all.
4 KudoZ points were awarded for this answer



Summary of answers provided
4 +3Brand architecture principles
Rob Grayson
4 +2branding principles
Conchi De Salas


  

Answers


40 mins   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +2
branding principles


Explanation:
New "businessspeak" term


    Reference: http://www.mudvalley.co.uk/collateral/content/1.htm
Conchi De Salas
Canada
Local time: 05:36
Native speaker of: Native in EnglishEnglish, Native in SpanishSpanish
PRO pts in category: 4
Grading comment
Both replies are great, but this ones sounds better, even tough I agree the architecture part is only one aspect. Thanks to all.

Peer comments on this answer (and responses from the answerer)
agree  Ian Davies: Yep, can't think of anything better!
1 hr
agree  French Foodie: personally, I think would work fine in this context, but technically brand architecture is only one part of branding (which also includes loyalty research, market exploration, naming, among others)
8 hrs
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7 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +3
Brand architecture principles


Explanation:
Tout bêtement....

This term is in increasingly common use, certainly among large blue chip companies in the UK.

http://www.orcmacro.com/Management/Branding/ba.aspx

--------------------------------------------------
Note added at 7 hrs (2006-10-17 06:46:46 GMT)
--------------------------------------------------

Here's one definition:

Brand Architecture How an organization structures and names the brands within its portfolio. There are three main types of brand architecture system: monolithic, where the corporate name is used on all products and services offered by the company; endorsed, where all sub-brands are linked to the corporate brand by means of either a verbal or visual endorsement; and freestanding, where the corporate brand operates merely as a holding company, and each product or service is individually branded for its target market.

(http://www.brandchannel.com/education_glossary.asp)

Rob Grayson
United Kingdom
Local time: 10:36
Native speaker of: English
PRO pts in category: 68

Peer comments on this answer (and responses from the answerer)
agree  Karen Stokes
8 mins
  -> Thanks, Karen!
agree  French Foodie: good def of brand architecture here: http://www.orcmacro.com/Management/Branding/ba.aspxOh my! You guessed it - still working on that second cup... ;-)
51 mins
  -> Thanks, Mara.....that's the definition in my first link above...Not had your second cup of coffee yet? ;-)
agree  Rachel Fell: http://www.equibrandconsulting.com/identity_2.html
2 hrs
  -> Thanks, Rachel!
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