MARKETING MANAGEMENT

Setting Brand
Strategies

Chapter # 12

Hamidul Islam [Hamid]

Senior Assistant Professor, Department of Marketing
Faculty of Business Administration, AIUB
BRANDING STRATEGY: BUILDING STRONG BRANDS

According to The American Marketing Association

defines “Brand” as a Name, Term, Sign, Symbol or
Design or a combination of them, intended to identify the
goods or services of one seller or group of sellers and to
differentiate them from those of competitors.
BRANDING STRATEGY: BUILDING STRONG BRANDS

Brand represents the consumer’s perceptions and

feelings about a product and its performance. It is
the company’s promise to deliver a specific set of
features, benefits, services, and experiences
consistently to the buyers.

Brand Equity is the positive differential effect that

knowing the brand name has on customer response
to the product or service.
BRANDING STRATEGY: BUILDING STRONG BRANDS

The Major Brand Strategy Decisions

involve:
Selection Manufacture Line Attributes

Development
Brand Selection

Brand

Brand Positioning
Sponsorship

Brand
and r's Brand Extension Benefits
Protection Licenced Brand Belies and
Brand Extension Values
Private Multi-Brands
Brand New Brands
Co-brand
BRANDING STRATEGY: BUILDING STRONG BRANDS

Brand Name Selection

A good name can add greatly to a product’s success.
- Desirable qualities for a brand name selection:
attributes
 The brand name should be distinctive (Unique). Eg. Lexus,
YAHOO!, Ebay, etc.
 It should suggest about the product’s benefits and qualities.
E.g. Fair & Lovely from Unilever, Pure from ACI, Fresh from Meghna
Group, etc.
 It should be easy to pronounce, recognize and remember.
E.g.- Coca Cola, Toyota, Tata, iphone, etc.
 It should be extendable. E.g. Radhuni from Square, Amazon, etc.
 The name should translate into Foreign Languages. E.g.
 It should be capable of registration and legal protection. ® &
BRANDING STRATEGY: BUILDING STRONG BRANDS

Brand
Sponsorship
Manufacturer's
Brand

Private Brand

Licensed Brand

Co-brand
BRANDING STRATEGY: BUILDING STRONG BRANDS

Brand Sponsorship
Manufacturer's Branding done by the manufacturer,
Brand under its owned brand name. So a
company can use its own name or
one/more separate registered
names to sponsor its products.
BRANDING STRATEGY: BUILDING STRONG BRANDS

Brand Sponsorship Manufacturer's

Brand
BRANDING STRATEGY: BUILDING STRONG BRANDS

Brand Sponsorship

Private Brand
Also known (Store Brand or Retailer’s Brand)

The retailers/ distributors/ importers/ representatives of any

brand can manufacture goods under its own label, and re-
brand private label goods.
So these new and created brands are called the private brands of
the retailers/ distributors/ the stores.

LICENSED BRANDS
PRIVATE BRAND

TRANSCOM DIGITAL is the outlet started in the early 2005

through which TEL is retailing products directly to end
consumers in the metro and urban cities. 
BRANDING STRATEGY: BUILDING STRONG BRANDS

Brand Sponsorship

Private Brand
Also known (Store Brand or Retailer’s Brand)

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Shwapno Zhuri Bhaja
Shwapno Oven Fresh Nut Cookies
Shwapno
Chira Vaza

Shwapno Darchini
(Cinnamon Shwapno Multi-grain BreadShwapno Badam Vaza
BRANDING STRATEGY: BUILDING STRONG BRANDS

Brand Sponsorship
Licensed
Brand
When one company takes the license (franchise, distributorship)
from another company and get permission to produce and sell
products by using the name of their franchiser/ principal (original
company), it is called licensed branding.

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 BRANDING STRATEGY: BUILDING STRONG BRANDS

Brand Sponsorship Licensed

Brand
TRANSCOM BEVERAGES LTD
TRANSCOM DISTRIBUTION LIMITED

TRANSCOM ELECTONICS LIMITED

TRANSCOM CONSUMER PRODUCTS LIMITED

TRANSCOM FOODS LIMITED
BRANDING STRATEGY: BUILDING STRONG BRANDS

Brand Sponsorship Licensed

Brand

➜ ➜
BRANDING STRATEGY: BUILDING STRONG BRANDS

Brand Sponsorship

Co-brand
Co-branding occurs when two established brand names of different
companies are used on the same product. In case of joint venture
business /special relationships companies uses this type of dual
branding.
BRANDING STRATEGY: BUILDING STRONG BRANDS

Brand Sponsorship

Co-brand
BRANDING STRATEGY: BUILDING STRONG BRANDS

Brand Sponsorship

Co-brand
BRANDING STRATEGY: BUILDING STRONG BRANDS

Brand Development Strategy

BRANDING STRATEGY: BUILDING STRONG BRANDS
Brand Development
Strategy
Line
Extension
Occurs when a company extends its existing brand names to new
forms, colors, sizes, ingredients, packaging, or flavors
of an existing product category.
➜

➜
BRANDING STRATEGY: BUILDING STRONG BRANDS
Brand Development
Strategy
Line
Extension

➜
BRANDING STRATEGY: BUILDING STRONG BRANDS
Brand Development
Strategy
Brand
Extension
Refers extending an existing brand name to offer a new or
modified product in a new category. It increases business/ product
portfolio with the same regular name.

➜
BRANDING STRATEGY: BUILDING STRONG BRANDS
Brand Development
Strategy
Brand
Extension

BAR SOAP HANDWASH

TOTAL 10 MILD CARE

➜
LEMON FRESH NEEM TOTAL 10 MILD CARE LEMON FRESH
BRANDING STRATEGY: BUILDING STRONG BRANDS
Brand Development
Strategy
Brand
Extension
BRANDING STRATEGY: BUILDING STRONG BRANDS
Brand Development
Strategy
Multi-Brands
Are additional brands in the same category. Company can offer
same products or services to the existing market but in a new
name.
Multi-branding offers a way to establish different features
and appeal to different buying motives.
It allows a company to lock up more reseller shelf space.
BRANDING STRATEGY: BUILDING STRONG BRANDS
Brand Development
Strategy
Multi-Brands
BRANDING STRATEGY: BUILDING STRONG BRANDS
Brand Development
Strategy
Multi-Brands
BRANDING STRATEGY: BUILDING STRONG BRANDS
Brand Development
Strategy
New Brands
Are used when existing brands are inappropriate for new products
in new product categories or markets.
The products are new to the market with a new name.

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 BRANDING STRATEGY: BUILDING STRONG BRANDS
Brand Development
Strategy Jewelry

New Brands

➜
Watch
Fashion Accessory

Home Appliances (Air Conditioners) Fashion Retail Outlet

Airlines Automobiles
Tea (Jaguar Land Rover Limited)
(Joint venture with Singapore Airlines)
END OF THE
CHAPTER…