I always found interesting to
find out what is behind something we deeply love, in other words go behind the
scenes. If you are willing to know more about the brand architecture and the phenomenon of Archetype of those
two giants, this article is made for you!
Brand Architecture
First and foremost, for those of you who do not know any
clue about what is the concept of brand architecture, it is merely how a
company structures and names the brands within its portfolio.
To begin, let us have a look at Marvel’s brand architecture. As said before in the genesis part, Marvel fully belongs to Walt Disney Company since 2009. Walt Disney Company can be divided in five business entities: studio entertainment, parks and resorts, media networks, consumer products (Licensing, Publishing, Disney Store) and interactive media.
To begin, let us have a look at Marvel’s brand architecture. As said before in the genesis part, Marvel fully belongs to Walt Disney Company since 2009. Walt Disney Company can be divided in five business entities: studio entertainment, parks and resorts, media networks, consumer products (Licensing, Publishing, Disney Store) and interactive media.
We find Marvel presence in two of these segments:
- Studio Entertainment: Marvel Studios through iconic blockbusters such as Iron Man, The Incredible Hulk, Thor, Captain America, The Avengers
- Consumer Products (Licensing): Marvel through DVDs, Blue-Rays, video games for home consoles, online games, etc.
- Consumer Products (Publishing): Marvel Press
- Consumer Products (Retailing in Disney Stores): Marvel through merchandise (apparels, toys, etc.)
Moreover, Marvel’s success lies mainly in its key sub-brands: Iron Man, The Hulk, Spider-Man, Thor, Captain America, X-Men, Wolverine, Fantastic Four and The Avengers.
Therefore, we can state that Marvel’s brand architecture is monolithic as for its business segments and endorsed regarding its sub-brands. One one side, it is monolithic for its business segments because the corporate name “Marvel” is used on all products and services offered by the company Marvel as it is explained above. One the other side, it is endorsed because all Marvel sub-brands are linked to the corporate brand/the parent brands through verbal and visual endorsement.
To carry on, let us now have a look at DC Comics’ brand architecture. As SuperMorgane already said it in the genesis part, DC Comics is the publishing entity of DC Entertainement, which is owned by Warner Bros. Entertainment (itself subsidiary of Time Warner). Even tough it only takes care of the publishing business, this brand audit apprehends DC Comics as a brand on its own through its sub-brands mainly Superman, Batman, Green Lantern, Wonder Woman, The Flash. DC Entertainment works closely to develop DC Comics stories and characters across films, television, consumer products, home entertainment and interactive games.
By paying attention to those data, we conclude that DC Comics’ brand architecture is endorsed as it bears up the initial “DC” as in DC Entertainment, which is a verbal and visual endorsement.
DC Comics sub-brands are made
up of its main important characters including Superman, Batman and Green
Lantern. These sub-brands are also following an endorsing brand architecture
since they are strongly linked to the parent brand DC Comics and are not fully
independent.
A little parallel can be also
interesting to draw: DC Entertainment is composed of not only DC Comics but
also Vertigo and MAD. Those two other brands - on the contrary - are settled in
the freestanding brand architecture. In fact, Vertigo
and MAD have their proper audience, an own brand promise, personality and
positioning, and as it is obvious a different name and logo.
Brand Archetype
If Marvel and DC Comics align
on something, it is for sure on the chosen brand archetype. Both brands
strongly rely on “The Hero” brand archetype.
Through it, they both spread values of people empowerment in the society. The motto “Where there's a will, there's a way” sums up pretty well their vision. People have to rely on their resources to achieve their goals that will end up serving a common cause. Through Marvel and DC Comics, every consumer identifies to a superhero and relentlessly drives toward self-improvement to challenge with courage the existing status quo. Heroes-like consumers inspired by Marvel and DC Comics’ characters are acknowledged to be determined and tenacious. Finally, they have the ability to inspire others around them (leading by example) to overcome their weaknesses and fight for something better and what is right.
Through it, they both spread values of people empowerment in the society. The motto “Where there's a will, there's a way” sums up pretty well their vision. People have to rely on their resources to achieve their goals that will end up serving a common cause. Through Marvel and DC Comics, every consumer identifies to a superhero and relentlessly drives toward self-improvement to challenge with courage the existing status quo. Heroes-like consumers inspired by Marvel and DC Comics’ characters are acknowledged to be determined and tenacious. Finally, they have the ability to inspire others around them (leading by example) to overcome their weaknesses and fight for something better and what is right.
Photo credit: http://www.soulcraft.co
By Wonder Elsa
Sources
http://thewaltdisneycompany.com/disney-companies/ http://marvel.com/corporate/about http://distility.com/building-brand/ http://www.brandchannel.com/education_glossary.asp http://www.dcentertainment.com/ www.dccomics.com www.shopdcentertainment.com http://www.soulcraft.co/essays/the_12_common_archetypes.html http://www.allegorystudios.com/hero-archetype/
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