1. Brand Strategies & Brand Myopia
By: Somya Agrawal

2. Brand
• A brand is a name, term, symbol or design or a
combination of them
• which is intended to identify the goods and
services
• Of one seller or a group of sellers
• And to differentiate them from those of
competitors.

3. Branding Strategy
• It is defined as a long-term plan for the
brand including a determination of key
audiences and an understanding of what
those audiences need to know about the
brand and experience.

4. Types of Branding Strategies
Individual Name
Blanket Family Name
Umbrella Brand
Separate Family Name
Corporate Name Combined
Co-Branding
Multiple Branding

5. Individual Name
• Vicks
• Ariel
• Tide
• Head & Shoulder
• Pampers
• The major advantage is that if the product does
not performs well, it will not hurt the company’s
image.
• Also known as house of brands

6. Blanket Family Name
• The blanket family name of the company is used
in diverse product categories.
• Low development cost.
• Sales of new product is likely to be strong if the
manufacturer’s name is good.
• Also known as branding house

7. Blanket Family Names

8. Umbrella Brand
• If the company offer different products with
different benefits but they all extend the same
value to the customer, sometimes they are all
offered under an overall brand.
NIKE

9. Separate Family Names
• This is normally used by the companies which
produces products of different sectors.
• In this separate family names for all the products
are given.
• In this system a separate brand name for each
line (one for each category) is used.

10. Aaditya Birla Group

11. HUL Separate Brand Family
Lakme
Kissan
Brooke Bond

12. Corporate Name Combined
• In this strategy company combine its name with
separate product brand name.

13. Co-Branding
• It is also known as dual branding.
• It occurs when two or more brand appear
together.
• It can be done in four ways:
– Ingredient co-branding
– Same company co-branding
– Joint venture or post merger co-branding
– Multiple sponsor co-branding

14. Ingredient co-branding
• When a brand advertises that it has used
ingredients or components made by the another
brand it is known as intergradient co-branding.
• For example:
– Dell computers and Intel processors

15. Same company co-branding
• When the company link its one brand products
with the other brand.
• For example:
– Clinic all clear and Close up

16. Joint Venture Co-branding
• This include brands that carry two or more brand
names due to merger or acquisition.
• For Example:
– Maruti Suzuki
– Hero Honda
– Bajaj Allianze Insurance

17. Multiple Sponsor Co-branding
• When the product has more then one sponsor.
• For Example:
– Jet Airways and Citi Bank Card

18. Multiple Branding
• This strategy refers to the practices of a
company having many brands in a single
product category.
• For e.g.:
– Tata has multiple brand in watches as Titan, Fastrack,
Sonata, Raga and Edge.

19. Brand Myopia

20. Brand Myopia
• Myopia
– Myopia, a visual defect in which distant objects
appear blurred cause nearsightedness also called
short sight.
• In business terminology it’s Lack of discernment
of long-range perspective in thinking or planning.
• Brand myopia is dependence of managers on
the Brands as the key success factor.

21. Continued
• They seem it as solution for any kind of market
problem.
• This makes the managers to repeat the cliché
process; ideas and repeating the same brand
strategies without bringing in the time
appropriate innovation.
• Brand is put forward as solution to all the
transformation in the business scene.

22. Continued
• Hence the purpose of marketing is not fulfilled as
there is no concern about the customer’s needs
rather they are forced to buy the brand.

23. Questions???

24. Thank You