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    Branding Strategies - PPT

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    Yashashvi Rastogi
    The document discusses various branding strategies that firms can use to organize their products and services in customers' minds, including using a brand product matrix to show relationships between brands and products, and a brand hierarchy to illustrate different branding levels from corporate to individual brands. It also examines approaches like house of brands, branded house, sub-brands, and endorsement branding and their advantages and disadvantages.

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    Branding Strategies - PPT

    Uploaded by

    Yashashvi Rastogi
    91 views21 pages
    The document discusses various branding strategies that firms can use to organize their products and services in customers' minds, including using a brand product matrix to show relationships between brands and products, and a brand hierarchy to illustrate different branding levels from corporate to individual brands. It also examines approaches like house of brands, branded house, sub-brands, and endorsement branding and their advantages and disadvantages.

    Original Description:

    Presentation (Strategic Brand Management)

    Original Title

    6. Branding Strategies_PPT

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    The document discusses various branding strategies that firms can use to organize their products and services in customers' minds, including using a brand product matrix to show relationships between brands and products, and a brand hierarchy to illustrate different branding levels from corporate to individual brands. It also examines approaches like house of brands, branded house, sub-brands, and endorsement branding and their advantages and disadvantages.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    91 views21 pages

    Branding Strategies - PPT

    Uploaded by

    Yashashvi Rastogi
    The document discusses various branding strategies that firms can use to organize their products and services in customers' minds, including using a brand product matrix to show relationships between brands and products, and a brand hierarchy to illustrate different branding levels from corporate to individual brands. It also examines approaches like house of brands, branded house, sub-brands, and endorsement branding and their advantages and disadvantages.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 21

    BRANDING

    STRATEGIES
    Branding Strategy
    How firm organize products and services, in
    customer minds.
    Use of brand elements - different products
    Two ways to understand brand strategy of
    a firm):
    Brand Product Matrix
    Brand Hierarchy and Brand Architecture
    Brand Product Matrix

    Products

    1 2 3 …..n

    B
    Brand Product
    Brands Relationship (brand line)
    C
    ….

    Product Brand Relationship


    (product line)
    Brand Hierarchy Levels
    Brand Hierarchy Levels

    Corporate Brand

    Family Brand

    Individual Brand

    Modifier

    Product Descriptor
    Brand Levels
    Corporate Name- Godrej

    Family Name- Cinthol

    Individual name- Cinthol Soap, Cinthol Talc,


    Cinthol DeoStick, etc

    Modifier – For Soap

    Original, Deo, Lime, Confidence+, Cool

    Descriptor- Soap, Gel, Talc


    Brand Levels
    Corporate Name- Nestle

    Family Name- Nescafe

    Individual name- Sunrise, Gold, Classic,


    Nescafe, Nestea

    Modifier- Roasted coffee beans, Insta filter,


    Premium

    Descriptor- Coffee, Filter coffee


    Brand Architecture
    Aaker Model
    Branding Strategy
    Brand
    relation-
    ship
    spectrum

    House Endorsed Sub- Branded


    of brands Brands brands house

    Token Linked Strong Master


    Not Shadow Different Same
    Endorse- Name Endorse- Co-drivers Brand as
    Connected Endorse Identity identity
    Ment Nestea Ment Driver
    House of Brands
    House of brands

     Individual/product branding

     Volkswagen – (Audi, Porsche, Bentley,


    Skoda)

     Yum Brands – (Pizza Hut, KFC, Taco Bell)

     HUL – (Surf Excel, Pond’s, Dove, Lux, etc.)

     P&G – (Ariel, Tide, Pantene, Head &


    Shoulder, Vicks, etc.)
    Advantages/Disadvantages

     Avoid incompatible associations

     Precise/Focused

     Unambiguous

    Disadvantage

    Costly
    Branded House
    (Umbrella Branding)
    Advantages/Disadvantages

     Brand Awareness (Depth & Breadth)

     Synergy in Marketing Communication

     Leverage

    Disadvantages

     May dilute brand meaning (target specific group)

     Lot of eggs in one basket


    Sub Brands
    Subbrands

     This strategy combines firm’s/family brand name


    with the product brand name

     Hybrid branding, Dual Branding

    Examples

     HP Deskjet, HP Laserjet

     Samsung Galaxy Note 8, Samsung Galaxy Watch

     Bajaj Pulsar
    Endorsement Branding
    Endorsement Branding

    Product brand name more significant


    than the corporate brand name

    The brand gets an endorsement that it


    belongs to a specified company.

    Examples

    Maruti Suzuki
    Class Activity

    Company (Any one) Concept Application

     Philips  Product Brand

     ITC matrix

     Britannia  Brand Hierarchy

     Branding Stratgey

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