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Branding strategy
1. Branding Strategy
Strategy Options
Individual Brands
no connections
Blanket Brands
help pull new products through channel
Separate Family Brands
similar manufacturing but not marketing
does not tie all products together
2. Branding Strategy
Strategy Options (cont.)
Brand Extension
Brand X, new and improved, with additives, new package size, new
flavor…..
Multibrand (proliferation)
increase shelf space and market share
catch brand switchers
reach new segments
3. Branding Strategy
Strategy Options (cont.)
Brand Repositioning
move to a better segment
competition increased in current segment
customer preference changed
new segment opened up
4. Branding Strategy
Developing a Brand Name
should suggest product benefit or quality
easy to spell, remember, pronounce
distinctive
no negative connotations
no legal restrictions
cannot be immoral, deceptive, scandalous
5. Steps to building a brand
• Creation of strategic brand platform
• Program driven approach with committed
investments
• Clear positioning and product quality in all
markets
• Clear roadmap on R&D to improve brand
value
• Global marketing organization
• Implement performance measure
7. What defines an effective brand?
The “5 Cs” of effective branding:
1. clear in its positioning - where we will compete
2. compelling to internal and external stakeholders - through its
relevance (how we will compete)
3. credible and is aligned to the brand’s core competencies - ensures
delivery
4. consistent in its execution - delivered through all touch points -
physical and non physical
5. cohesive - it serves to bond all stakeholders around a shared vision
that is aligned to the company’s mission - it is actively owned
8. Brand-Product Matrix:
Relationships Diagramed
• Brand line - all products sold under a brand
• Brand portfolio -set of all brands and brand lines
a company offers in a product category; used to
maximize equity (BR, Gap, ON)
• Product line - products similar in price, TA, or
distribution
• Product mix - all product lines
• Brand mix - all brand lines
9. Breadth of Branding Strategy:
Product Mix
• Aggregate market factors - size, growth,
stage, profits
• Category factors - competition, bargaining
power of buyers & suppliers
• Environmental factors - technological,
economic, political, social
10. Depth of Branding Strategy
Multiple brands are used to pursue multiple
market segments
Segment Ford brand
Luxury (MB, Lexis) Jaguar, LRover
Up-market (BMW,Cad) Volvo, Lincoln,
Astin Martin
Mid-price (HTN, GM, Ford, Mercury,
Chrysler) Mazda
11. Depth Tactics
• Flankers - to create stronger POP with
competition so flagship brand keeps desired
position (Philip Morris’ use of discount
Basic to protect Marlboro hi $)
• Cash cow - milked till dead (Trac II)
• Low end entry or hi end prestige - sub
brands used to leverage on basis of price or
quality (BMW Z3, 700 series)
13. Branding System
• Product brand - individual positioning (P&Gs Ariel,
Tide, Dash detergents)
• Line brand - cross branding (Renault)
• Range brand - one name for a group (Green Giant
vegetables)
• Umbrella brand - one brand for products in many markets
(Canon copiers, cameras, equipment)
• Source brand - family with different names (Calvin Kline
perfume, clothing lines)
• Endorsing brand - diverse products & brands (General
Motors cars)
14. Equity
Corporate level image determinants
1. Common product attributes, benefits
(Quality, innovation)
2. People and relationships (customer
orientation)
3. Values and programs (social resp)
4. Corporate credibility (expertise, trust,
likeability)
16. Corporate/Product
Relationships
1. Single entity: Federal Express
2. Brand dominance: Marlboro (PM)
3. Equal dominance: Nissan Maxima
4. Mixed dominance: Bosch/ Blaupunikt
5. Corporate dominance: Xerox
Acura - from equal (Acura Legend) to
corporate dominance (Acura 3.5RL)
17. Naming choice for new products
1. New brand name
2. Apply existing brand name (TracIII)
3. Combination of new with existing brand
name (brand extension)
• line extension - new flavor, Absolute
citron
• category extension - Swiss Army
luggage
18. Expanding meaning with brand
extensions
brand product extension meaning
Crayola crayons paint, clay kid craft
Swiss Army knife luggage adventure
Mont Blanc pens watches luxury
Billabong surfboard snow & all sports
skate boards
19. Master brands
Owning an association in the consumer’s mind: Band-Aid,
Alka-Seltzer, Jell-O, Crayola, Vaseline
Difficult to extend directly to other product categories.
Directions for leveraging master brands are:
1. Sub-branding to give new element (DuPont Stainmaster
carpet)
2. Super-branding adds improved element (Everready
Energizer batteries)
3. Brand bundling fortifies master w/co-branding
4. Brand bridging to new category
20. Advantages of Strong Brands
• Improved perceptions
of product
performance
• Greater loyalty
• Less vulnerability to
competitive
marketing actions
• Less vulnerability to
crises
• Larger margins
• More inelastic consumer
response
• Greater trade cooperation
• Increased marketing
communications
effectiveness
• Possible licensing
opportunities
21. A Continuum of Brand
Familiarity
Brand
Non recognition
Brand
insistence
Brand Brand Brand
Brand
recognition acceptance preference
insistence
22. Packaging
• Includes the activities of designing and
producing the container for a product
• Packaging is done at three levels
- primary
- secondary
- shipping
23. Packaging as a marketing tool
• Self service
• Consumer affluence
• Company and brand image
• innovation
28. Packaging and Labeling
• Developing an effective package:
– Determine the packaging concept
– Determine key package elements
– Testing:
• Engineering tests
• Visual tests
• Dealer tests
• Consumer tests
29. Packaging and Labeling
May Promote the Product
Functions of Labeling
May Describe the Product
May Identify Product Grade
Identifies the Product or Brand
