The document discusses different branding strategies a firm can use when introducing a new product. It explains that a firm can develop new brand elements, use an existing brand through a brand extension, or combine new and existing elements in a sub-brand. It also discusses individual/family brands, corporate/umbrella brands, and sub-brands. Additionally, it defines a brand portfolio and shows examples of different types of brand extensions in a portfolio, along with advantages like improved success odds but also potential disadvantages like brand dilution.

1. Devising a Branding
Strategy

2. How to brand a new Product?
1. A firm can develop new brand elements for the new
product.
2. Brand Extension: Firm can apply some of its
existing brands elements.
3. Sub-brand: Firm can use a combination of new
and existing brand elements.

3. How to brand a new Product?
Line
extension
Category
extension
Brand
extension

4. Brand Extension
Line Extension Category Extension

5. Branding Decisions
Individual or separate family brand
name
Corporate umbrella or company
brand name
Sub-brand name

6. Individual or separate family brand name

7. Corporate umbrella or company brand name

8. Sub-brand Name

9. Brand Portfolios
The brand portfolio is the set of all brands and brand
lines a particular firm offers for sale in a particular
category of market segment.

10. Brand Portfolios
High-
end
Prestige
Flankers
Cash
Cows
Low-end
Entry
Level

11. Brand Extensions
Advantages
Improved odds of
New-Product
Success
Positive Feedback
Effects
Disadvantages
Brand dilution

12. Shreya Shwetima
From- IIT Bombay

13. Thank you