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Higher price
(LASALLE)
SEIKRO
Low price
(PULSAR)
Contd…..
• CO-Branding: Volvo uses richlin tiers
• Joint venture ; G.E. – Hitachi light bulbs in Japan.
• Multiple Sponsor Co-branding :
• Toyota + 6 Japanese firm named “WICC” brands.
5. Repositioning:-
• SCHWINN BICYCLE – Fun, Dancing
STRATEGIC BRAND
MANAGEMENT
BRAND EQUITY
BRAND BRAND
LEVERAGING IDENTIFICATION
STRATEGY STRATEGY
BRAND SYSTEM
MANAGEMENT
BRAND IDENTIFICATION
STRATEGY
BRAND
IDENTIFICATION
STRATEGY
• Specific Product Branding: Crest,
Pampers, Ivory.
• Product Line Branding: Hartmarx
means apparel producer has several
brands of suits
• Corporate: IBM
• Combination Brands: Sears
• Private Branding: WALMART
BRAND LEVERAGING
STRATEGY
• Useful to introduce other products by
lining products to existing.
• Line Extension: BMW 300 500 700
• COLGATE total tooth paste
• Stretch Vertically: Different types of
products move up/down in
quality/price E.G., Kodak Films.
BRAND LEVERAGING
STRATEGY
• Brand Extension:
• Nike Apparels,
• Co-Branding: American Express
Credit Cards
• Licensing: Anhenser- Brusch
(Budweiser Bear)
MANAGING BRAND
SYSTEM
• Control commonalities to generate
synergy.
• Reduce brand identity damage
• Obtain clarity of products offerings
• Involve change & adoption
• Guide resources allocation among
brands
BRAND EQUITY
• Strong brand image – advantages
• Brands with High differentiation - Disney
• High Revenue – AT & T, KODAK
• High Esteem – BAND – AID, Rubber maid
• High Failiarty – COCA-COLA , KELLOGG’S