The document discusses different brand architecture models and proposes adopting a branded house model to simplify the branding of the Jeddah Festival. It involves bringing the various festival activities under a single "Jeddah Festival" master brand to provide clear and consistent messaging. Implementing this model would help align stakeholders, increase awareness of Jeddah as a destination, and create a united branding strategy to benefit tourism and the city as a whole.

1. JEDDAH FESTIVAL
Brand Architecture

2. [BRAND ARCHITECTURE MODEL]
Branded House House of Brands Hybrid
Master Brand Associated products Situational/ Combination
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3. [OUR HOUSE]
[Pros]
House of Brands  Offers clear, logical paths to new brands and
extensions
Associated products  Value of master brand preserved and
transfered easily
[Cons]
Dependent upon the health of the master
brand
 Sometimes makes it harder to micro-segment
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4. [ONE HOUSE, MANY BRANDS]
[Pros]
Branded House Insulates and “protects” individual brands
 Communicates breadth
Master Brand  Allows for competing brands within the same
category
[Cons]
Expensive to promote and maintain
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5. [SOMETHING IN-BETWEEN]
[Pros]
Hybrid Flexible–provides option to use master brand,
or not
Situational/ Combination Allows for segmentation through endorsement
[Cons]
Difficult to manage
Rife with “slippery slopes”
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6. WHEN IN DOUBT, DEFAULT TO THE
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BRANDED HOUSE

7. [MOTOization CREATED COMPLEXITY FOR
MOTOROLA]
Proliferation of Names Extending to business platforms
And Consumer Products
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CASE STUDY

8. [MOTOROLA’S NEW BRAND ARCHITICTURE]
Masterbrand
Welcome to the brand HELLO MOTO
Experience the brand MOTOME
Strategic sub-brands MOTO + 1 to 4 easy-to-
pronounce
characters or short word
Products, Services, Technologies
Trademark names Motorola +Suggestive Name
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Descriptive names Motorola + Generic name or
Alphanumeric
CASE STUDY

9. [ARCHITECTURE DECISION TREE]
Create a version Extend an existing Create a descriptive name Create a trademark name Create a strategic
name sub-brand
Innovation Unique value The Motorola Naming Game Powerful Substantial
Is this a new proposition brand resources changing marketing revenue
product, and Is the offer so Is Motorola + Is there time, Is this a game Will there be Will the offer
not a unique that it descriptor budget and changing offer, significant generate
modification of cannot live under insufficient? resources to create, upon which the marketing significant
an existing the umbrella of manage, market and success of support over revenue?
product? an existing name? extend a trademark Motorola the
name? depends? long-term?
No
No
No
Yes
Yes No
No
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Yes
Yes No
Yes
No
Yes
Yes
CASE STUDY

10. [BRAND ARCHITECTURE DRIVERS]
Alignment  Does your portfolio reflect and reinforce your brand and
The optimization of individual
business strategy?
brands with the corporate strategy  Is there a clear relationship between your brands?
 Do your brands invite the customer relationships you
want?
 Are your branding practices cost-efficient?
Loyalty  How well do customers understand what you sell?
How the marketplace feels about
 How loyal are customers to your brands?
the current brands and how they  What are the risks and rewards of change?
are likely to react to change  Can you learn from competitors or peers?
Financial  Are you getting your money’s worth from current brand
How much change will cost and
investments?
what return should be expected  Can you afford to move to an ideal scenario?
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 What return should you expect from different models?
Obstacles  Will brand change create unacceptable cultural
The human and operational
disharmony?
barriers to change  Do legal or regulatory obstacles stand in the way of
change?
 Are your current operations and technology able to
accommodate brand integration?

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ARCHITECTURE
SIMPLIFY THE FESTIVAL

12. [JEDDAH FESTIVAL –BRANDED HOUSE]
Jeddah
Gateway
Jeddah [sub-brand]
Jeddah
Summer Shopping
[sub-brand] [sub-brand]
Jeddah
Jeddah Tourism Jeddah
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Treasure Festivals Fashion
[sub-brand] [Mother [sub-brand]
Brand]
Example

13. [STEAKEHOLDERS]
Government
Body
Corporate
Tourists
Sector
Jeddah
Tourism
Community
Festivals Media
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Industry
Sponsors
Association
Example

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OUTCOME

15.  To put Jeddah into the consideration set
 To facilitate door opening for stakeholders
 Create an awareness of the city
 To create consistent messaging
 To handle cross functional areas (Bus accident is
Dept of Transport, but affects Tourism)
 Increase media exposure
 Create alignment
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 Build national pride

16. Brand
Jeddah
Tourism Trade & Investment
We Are All Jeddah
Making the impossible possible Unlimited Business Opportunities
Provincial
Brand
Tourism Trade & Investment
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Local Level
Brand
Tourism Trade & Investment

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AND SO ON TO 2010

18. Jeddah pre 2010 Jeddah post 2010
Unprofessional Welcoming
Fun Efficient
Unfriendly Friendly
Not united United
Infrastructure Booming
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THANK YOU