Brand architecture

Let’s now talk about brand architecture. In our case we have to adapt the analysis and look at the architecture of the two groups: TF1Group and M6 Group.

You can find the structure of the 2 groups just below. Each group has diversified a lot its activities and has also a strong verticalization strategy in order to control all sector directly linked to TV channel and programs management.

M6 Group: 

TF1 Group:

We can identify two strategies regarding brand architecture depending on the activity of each brand:

First a strategy of Individual Product Brand regarding all activities directly linked with TV channels. We can easily understand it with the desire to create a differentiate positioning for each new channel in order to reduce cannibalism and increase brand identity.

The second strategy used is the Endorsement. Diversification and support activities like production, advertising or gaming use this strategy in order to give more credibility to all new activities by using the power of the TF1 or M6 name.