# HAV Seafood Marketing & Brand Reference Tables

## Purpose

This workbook is the derived, AI-friendly navigation and joining layer for the static **Marketing & Brand Architecture** of HAV Seafood.

It combines and flattens reference views from the three authoritative Marketing workbooks:

- `hav_seafood_marketing_brand_positioning_framework_v1.xlsx`
- `hav_seafood_marketing_claims_messaging_framework_v1.xlsx`
- `hav_seafood_marketing_channels_assets_governance_v1.xlsx`

The workbook is **non-authoritative**. If a value conflicts with an authoritative Marketing workbook or an upstream Production, Procurement, Quality, HR, Sales or Shared Enterprise source, the authoritative source wins.

The architecture belongs to **Phase 1 - Business Architecture**. It contains no campaigns, posts, asset files, publication history, approval events, analytics, media spend or other operational Marketing activity.

## Core Marketing architecture at a glance

- 1 active master brand: `BRD-001` - HAV Seafood.
- 4 brand positioning elements and 4 brand pillars.
- 6 Marketing audience types.
- 24 active Production SKUs mapped to the HAV Seafood brand.
- 10 governed claims, with the Faroese seafood raw-material sourcing claim as the primary claim family.
- 7 reusable message concepts across 4 message themes.
- 11 Marketing channels.
- 19 Marketing asset types.
- 9 asset lifecycle statuses.
- 13 asset/channel review and approval rules, plus 7 claim-governance rules.

## Central Faroese-origin rule

The key governed Marketing claim is that **HAV Seafood's seafood raw materials are sourced from the Faroe Islands**.

This must not be broadened to mean that all physical inputs are Faroese. The claim does **not** automatically apply to:

- non-seafood ingredients;
- processing aids;
- packaging materials;
- every physical input used by the company.

Marketing owns approved wording and communication use. Procurement, Production, Quality and other upstream domains remain authoritative for the underlying factual evidence.

## Workbook sheets

### `Brand_Reference`
Compact view of the HAV Seafood master brand, positioning elements and supporting brand pillars.

Rows: 4

### `Audience_Reference`
Marketing audience definitions joined to positioning emphasis and primary brand pillars.

Rows: 6

### `SKU_Brand_Reference`
One row per active SKU, joining Production-owned product identity and origin attributes to the Marketing brand and core positioning.

Rows: 24

### `Claim_Reference`
Compact claim navigation view joining claim type, scope, evidence requirements, evidence owners, source objects, restrictions and governance.

Rows: 10

### `SKU_Claim_Reference`
Flattened SKU-to-claim relationships with claim wording, eligibility, evidence basis and restrictions.

Rows: 72

### `Message_Reference`
Reusable message concepts joined to message themes, brand pillars and supporting claims.

Rows: 7

### `Audience_Message_Ref`
Audience-to-message relationships with positioning emphasis, themes and supporting claim references.

Rows: 28

### `Channel_Reference`
Marketing channels joined to intended audiences and permitted content types.

Rows: 11

### `Asset_Type_Reference`
Compact asset-type view showing reference requirements, review defaults, channels and approval rules.

Rows: 19

### `Asset_Channel_Reference`
Asset-to-channel relationships joined to channel class, audiences and asset risk.

Rows: 62

### `Claim_Channel_Asset_Ref`
AI-friendly convenience expansion of claim-content rules into named asset types and their mapped channels.

Rows: 164

**Important:** this is a derived convenience view. It does not create new claim permissions. Validate the `Authoritative_Applies_To` and `Authoritative_Restriction_or_Rule` fields against `Claim_Content_Rules` before operational use.

### `Governance_Reference`
Normalized claim-governance and asset-governance rules showing owner, reviewer, secondary reviewer, risk and system context.

Rows: 20

### `Responsibility_Reference`
Position-based Marketing and cross-functional responsibilities. Position and role identity remains HR-owned.

Rows: 10

### `System_Repository_Ref`
System/repository relationships for Marketing working files, evidence and controlled asset contexts.

Rows: 9

### `Cross_Domain_Bridges`
Marketing references to facts and entities owned by other domains, including claim-evidence source mappings.

Rows: 37

### `Entity_Ownership_Source`
Normalized source-precedence view explaining which domain and workbook owns each referenced entity or fact.

Rows: 34

### `Relationship_Catalog`
Human/AI-readable catalog of the major joins across Brand, Claims, Messaging, Channels, Assets, Governance and upstream architecture.

Rows: 21

### `Architecture_Sources`
Catalog of the three included Marketing sources plus referenced upstream sources found in the Marketing source-precedence architecture.

Rows: 25

### `Architecture_Notes`
Key boundaries, precedence rules and AI navigation shortcuts.

### `Data_Dictionary`
Field-level descriptions for the derived reference workbook.

## Recommended AI navigation

For fast analysis:

1. **Brand question** -> `Brand_Reference`.
2. **SKU marketing question** -> `SKU_Brand_Reference`.
3. **Can HAV Seafood make this claim?** -> `Claim_Reference`.
4. **Which claims apply to a SKU?** -> `SKU_Claim_Reference`.
5. **What should be communicated to an audience?** -> `Audience_Message_Ref`.
6. **Which channels are structurally available?** -> `Channel_Reference`.
7. **What rules apply to an asset type?** -> `Asset_Type_Reference`.
8. **Where can an asset type be used?** -> `Asset_Channel_Reference`.
9. **How does a claim interact with assets/channels?** -> `Claim_Channel_Asset_Ref`, then verify the authoritative rule.
10. **Who reviews or approves it?** -> `Governance_Reference`.
11. **Who owns the underlying fact?** -> `Entity_Ownership_Source` or `Cross_Domain_Bridges`.

## Authority and source precedence

This workbook never overrides its sources. The hierarchy is:

1. Upstream authoritative enterprise/domain source for shared or technical facts.
2. Authoritative Marketing workbook for Marketing-owned structures.
3. This derived reference workbook for navigation and joining only.

Examples:

- SKU identity and technical product facts -> Production.
- Seafood sourcing facts and supplier/source relationships -> Procurement / Production as defined by upstream architecture.
- Employee, role, position and position-seat identity -> HR.
- Enterprise systems, languages and shared classifications -> Shared Enterprise.
- Brand identity and positioning -> Brand & Positioning.
- Claim wording, restrictions and evidence requirements -> Claims & Messaging.
- Channels, asset types and asset governance -> Channels, Assets & Governance.

## Phase 1 boundary

This folder does not contain actual:

- campaigns;
- social posts;
- advertisements;
- marketing emails;
- packaging artwork files;
- product photographs;
- brochures;
- website pages;
- press releases;
- content calendars;
- asset versions;
- approval events;
- publication events;
- marketing spend;
- web/social analytics;
- campaign performance;
- consumer-research responses.

Those belong to Phase 3 after Phase 2 business stories have been designed.

## Overall role

Together with the three authoritative Marketing workbooks, this reference layer provides a compact front door to HAV Seafood's Marketing & Brand architecture. It is designed to make later AI analysis, story design and operational dataset generation easier without weakening source ownership or duplicating authoritative master data.
