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Branding Strategies
There are 6 branding strategies: 1. Product Branding 2. Line Branding 3. Range Branding 4. Umbrella Branding 5. Source/Double Branding 6. Endorsement Branding
Product Branding
The brand is promoted exclusively so that it acquires its own identity and image The brand acquires its own set of associations and a stand of its own. It does not share other products and does not take on company associations.
Example
P&G
Ariel
Tide
Pantene
Vicks
Old Spice
Advantage
A brand can be targeted accurately to a distinct
target market or customers because its positioning can be
Precise Unambiguous
The only drawback of using this strategy is that creating individual brands are costly exercise
Line Branding
The basic idea about this strategy is how a firm organizes its portfolio. Line brands start with a product but later extend to other complimentary or supporting products For example: Lakme started off with a cold cream and later extended to other products
Example
HLL
Denim Deo
Denim Soap
Denim Talc
Concept: Who doesnt have to try too hard Share common concept and products complement or support each other
Range Branding
In line branding the products complement or support the main product usage but range branding is not restrictive in this sense. Brands may move beyond product complimentarily. The nature and facade of products may differ from outside, but they all share some common competence.
Britannia
Milkman
Ghee
Butter
Milk
Milk shake
Cheese
UMBRELLA
BRANDING
different markets. Each has its own communication strategy yet, each retains its own generic name.
EXAMPLE:
In Titan's case, it started off with a single product
category, but when it decided to enter the budget segment, it created Sonata as a sub-brand and evolved it into an independent brand. Similarly, it created Tanishq for jewellery, FasTrack for contemporary watches, and Nebula for luxurious 18k jewellery designed by Rohit Bal. In each of these cases, the Titan name would not have worked, because each needed a distinct brand concept.
Maruti 800
Maruti Zen
Maruti Alto
Maruti Esteem
Maruti Baleno
Johnnie Walker
Objectives
1. The firms name brings its equity to the
Awareness Expertise Attribute Reputation
product. The product benefits from what the company has achieved in the form of
2.The name of the product provides the opportunity to add something unique to the brand. This is an opportunity for the customization.
Endorsement Branding
Modified version of double branding It makes product brand name more significant
and the corporate brand name is relegated to a lesser status. The brand gets an endorsement that it belongs to a specified company. For E.g.:
Kit Kat gives a signal that it is a Nestl's product Similarly, Dairy Milk gives is a Cadburys brand
Cadburys
Cadburys clairs
Cadburys Perk
Cadburys Five-star
Objectives
1. This strategy allows the brand freedom to take
an independent direction. In this type of strategy, the firms name sits back as an assurance of quality but does not pass specific associations to the brand. 2. The brand is expected to carve out its own image. It acts more or less as an independent entity.
For instance.
Cadburys brand have their own unique position and image. Cadburys support the brands to the extent that they transfer certain qualities or associations which enhance customers trust
Important to note
Consistency is very important otherwise the endorsement may just be perceived as hollow. For Example: Nestl's Mithai Magic failed as it did not go well with the Nestl's endorsement
AAKERS MODEL
Brand relationship spectrum
House of brands
Subbrands
Endorsed brands
Branded house
Strong Master Different Endorse- C0-drivers Brand as Identity Ment Gillette Driver GE capital Obsession Mach 3 HP GE AppliBy DeskJet ance CK
A house of brands
Equivalent to product branding
Not connected Shadow endorser Lexus, saturn Shadow endorser has a minimal effect on image of
brand but provides credibililty in many segments
Endorsed brands
Brands are still independent but are endorsed by
corporate brand e.g. polo jeans by ralph lauren
Token endorser
To provide some reassurance and credibility still allowing max. freedom to endorsed brand for creating its own associations Will be more successful if It is well known Is consistently presented Has a strong visual metaphor symbol Appears on familty products that are well regarded
Linked name
E.g. McPuff, provides benefits of separate name, yet providing advantages of link of master brand
Subbrands
Brands connected to master brand, and
augment or modify the associations of master brand, e.g. sony walkman, nike force Subbrand as codriver
When masterbrand and subbrand have major roles Master brand is performing more than master role e.g. gillete mach3
A branded house
Master brand moves from being primary
driver to dominant driver across multiple offerings e.g. virgin rail, virgin cola Equivalent to umbrella brand, maximises synergy, provides leverage
Same brands with different identities 2 implicit assumptions a) there can be different
brand identities in different contexts b)there is a single identity everywhere
Brand architecture
An organising structure of brand portfolio
that species the brand roles and relationships among brands