BRAND SYSTEM

SUBMITTED BY:

RAZLEEN KAUR (D-01)

SRISHTY GUPTA (D-10)

RADHIKA AGGARWAL (D12)

A brand is a name, term, design, symbol, or other feature that distinguishes an
organization or product from its rivals in the eyes of the customer.Brands are
used in business, marketing, and advertising.

A company's brand identity is how that business wants to be perceived by

consumers. The components of the brand (name, logo, tone, tagline, type face)
are created by the business to reflect the value the company is trying to bring to
the market and to appeal to its customers.

Various components of a Brand System are:

Brand Architecture

Brand Hierarchy

Brand Value Chain

BRAND ARCHITECTURE

Brand architecture is the structure of brands within an organizational entity.

It is the way in which the brands within a company's portfolio are related to,
and differentiated from, one another.

Brand Architecture is a system that organizes brands, products and services to

help an audience access and relate to a brand. A successful Brand Architecture
enables consumers to form opinions and preferences for an entire family of
brands by interacting or learning about only one brand in that family.
An established Brand Architecture is an important guide for brand extensions,
sub-brands and development of new products. It will also provide a road map
for Brand Identity development and design, and remind consumers of the value
proposition for the entire brand family. It also provides the maximum brand
value by fully leveraging both corporate and sub brands.
Why is brand architecture important?

It guarantees that your long-established and recognized logo-mark

doesnt get bastardized when a newly hired product manager introduces a
good idea for a line extension and prefers the color red.
It empowers you to organize and introduce new product lines that fit
seamlessly into different divisions of your brand so you leverage existing
equity, retail relationships and consumer loyalty.

Three most common types of brand architecture are:

1. Branded House This offers a very logical path to brand extensions and
new brands. In a branded house, the master brand is always present and
is easily linked to and leveraged by extensions. A good example is
FedEx. FedEx Kinkos provides very different (but complimentary)
services than the master FedEx brand, but is easily linked back to FedEx,
and therefore shares its credibility.
2. House of Brands This insulates and protects the master brand from
brand extensions and in turn protects brands from each other. A house of
brands also allows for a Master Brand to have competing brands in the
same segments. A good example is Proctor and Gamble. If Crest, for
instance, had some kind of brand crisis, none of the other brands would
be affected.

3. Hybrid or Endorsing Brand This is a more flexible way to package

brands under a master brand. Brand extensions are given separate
identities and are associated with the master brand, or not, depending on
the context. This gives you the freedom to have independent strategies for
the brand extensions, but to also use the equity of the master brand when
its convenient. A good example is Toyota with the Lexus and Scion
brands.
BRAND HIERARCHY

A brand hierarchy is a means of summarizing the branding strategy by

displaying the number and nature of common and distinctive brand elements
across the firms products, revealing the explicit ordering of brand elements
By capturing the potential branding relationships among the different products
sold by the firm, a brand hierarchy is a useful means of graphically portraying
a firms branding strategy.
It is based on the realization that a product can be branded in different ways
depending on how many new and existing brand elements are used and how
they are combined for any one product. Because certain brand elements are used
to make more than one brand, a hierarchy can be constructed to represent how
(if at all) products are nested with other products because of their common
brand elements. Some brand elements may be shared by many products (e.g.,
Ford); other brand elements may be unique to certain products (e.g., F-series
trucks).
As with any hierarchy, moving from the top level to the bottom level typically
involves more entries at each succeeding levelin this case, more brands.
There are different ways to define brand elements and levels of the hierarchy.
The potential levels of a brand hierarchyfrom top to bottommight be as
follows:
1. Corporate or company brand
2. Range brand
3. Individual brand
4. Modifier

The highest level of the brand hierarchy technically always involves

one brandthe corporate or company brand. For legal reasons, the
company or corporate brand is almost always present somewhere on the
product or package, although it may be the case that the name of a
company subsidiary may appear instead of the corporate name.

For example, Fortune Brands owns many different companies, such as Titleist,
Footjoy, Jim Beam, Master Lock, and Moen, but does not use its corporate
name in any of its lines of business.
For some firms, the corporate brand is virtually the only brand used (e.g., as
with General Electric and Hewlett-Packard).
Some other firms combine their corporate brand name with family brands or
individual brands (e.g., conglomerate Siemens varied electrical engineering and
electronics business units are branded with descriptive modifiers, such as
Siemens Transportation Systems). Finally, in some other cases, the company
name is virtually invisible and, although technically part of the hierarchy,
receives virtually no attention in the marketing program (e.g., Black & Decker
does not use its name on its high-end DeWalt professional power tools, and
Hewlett-Packard created a wholly owned subsidiary for its low-priced Apollo
ink-jet printers).

At the next lower level, a range / family brand ids defined as a brand that
is used in more than one product category but is not necessarily the name
of the company or corporation itself. For example, ConAgras Healthy
Choice family brand is used to sell a wide spectrum of food products,
including frozen microwave entrees, packaged cheese, packaged meats,
sauces, and ice cream. Other examples of family brand boasting over a
billion dollors in annual sales include PepsiCo,s Tropicana juices and
Gatorade thirst quencher, and Anheuser-Buschs Budweiser Beer. Most
firms typically only support a handful of family brands. If the corporate
brand is applied to a range of products, then it functions as a family brand
too, and two levels collapse to one for those products.
An individual product line brand is defined as a brand that has been restricted to
essentially one product category. For example the the salty snack product
class, frito lays offers fritos corn chips, Doritos tortilla chips, lays and ruffles.
Each brand has adominant position in its respective product category within the
broader salty snack product class.

A modifier is a means to designate a specific item or model type or a

particular version of the product. Thus, many of frito-lays snaks come in
both full-flavor or low-fat forms.
Different levels of the hirerachy may receive different emphasis in
developing a branding strategy. For example general motors traditionally
chose a downplay its corporate name in branding its cars, although the
name recently has played a more important role in its supporting
marketing activities.
BRAND VALUE CHAIN