AUDIENCE THEORY -CULTIVATION THEORY - GERBNER.pptx
Brand Management Strategies and Extensions
1. 1
Jack Buckner
Strategic Brand ManagementStrategic Brand Management
Exeter MBA and MScExeter MBA and MSc –– Day 4Day 4
Lecture 1Lecture 1
Brand ManagementBrand Management
Jack Buckner
Brand ManagementBrand Management
Brand Portfolios / architectureBrand Portfolios / architecture
Corporate brandsCorporate brands
Brand extensionsBrand extensions
SubSub--brandsbrands
Brand alliancesBrand alliances
2. 2
Jack Buckner
Some definitionsSome definitions
Most brands are part of a wider organizationMost brands are part of a wider organization
Brand architectureBrand architecture –– the structure andthe structure and
organization of brandsorganization of brands
Brand hierarchyBrand hierarchy –– the differentthe different
organizational levels within a brand systemorganizational levels within a brand system
SubSub--brandbrand –– an identified division (other ofan identified division (other of
products) within a brandproducts) within a brand
Jack Buckner
Brand HierarchiesBrand Hierarchies
ResolutionResolution
EnhancementEnhancement
NutrasweetNutrasweetMrMr
GoodwrenchGoodwrench
service systemservice system
BRANDEDBRANDED
FEATUREFEATURE
LaserjetLaserjet IVIV
SESE
CarnationCarnation
InstantInstant
Breakfast SwissBreakfast Swiss
ChocolateChocolate
ChevroletChevrolet
Lumina SportsLumina Sports
CoupeCoupe
SUBBRANDSUBBRAND
LaserjetLaserjet IVIVCarnationCarnation
InstantInstant
BreakfastBreakfast
ChevroletChevrolet
LuminaLumina
PRODUCT LINEPRODUCT LINE
BRANDBRAND
HP Jet BrandHP Jet BrandCarnationCarnationChevroletChevroletRANGE BRANDRANGE BRAND
HPHPNestleNestleGeneral MotorsGeneral MotorsCORPORATECORPORATE
BRANDBRAND
Aaker : Building Strong Brands
3. 3
Jack Buckner
Brand Architecture alternativesBrand Architecture alternatives
Product Range BrandProduct Range Brand
Umbrella BrandUmbrella Brand
Endorser BrandEndorser Brand
Kapferer: Strategic Brand Management
Jack Buckner
Product Range Brand StrategyProduct Range Brand Strategy
Company
Brand A
Product A
Positioning A
Brand B
Product B
Positioning B
Brand N
Product N
Positioning N
4. 4
Jack Buckner
Product Range Brand StrategyProduct Range Brand Strategy
Allows multiple market entry and flexibilityAllows multiple market entry and flexibility
Consumer oriented branding not corporateConsumer oriented branding not corporate
brandingbranding
Encourages innovation and risk taking (failure willEncourages innovation and risk taking (failure will
reflect less on corporate brand)reflect less on corporate brand)
Possible to control greater shelf space with strongPossible to control greater shelf space with strong
brandsbrands
BUT expensive and requires sophisticatedBUT expensive and requires sophisticated
organizationorganization
ExampleExample –– P & G (Ariel, Tide, Crest, Pampers,P & G (Ariel, Tide, Crest, Pampers,
Pringle)Pringle)
Jack Buckner
Umbrella Brand StrategyUmbrella Brand Strategy
BRAND
Products or
Services
Specific
communications by
product or service
A
A
B
B
N
N
5. 5
Jack Buckner
Umbrella Brand StrategyUmbrella Brand Strategy
Builds brand equity at the corporate levelBuilds brand equity at the corporate level
Corporate brand strength is criticalCorporate brand strength is critical
Reduces marketing investment in new categoriesReduces marketing investment in new categories
Allows fastAllows fast--follower strategies in innovativefollower strategies in innovative
companiescompanies
Easier for horizontal rather than vertical extensionEasier for horizontal rather than vertical extension
(in some categories)(in some categories)
Risk of overRisk of over--stretchingstretching
ExamplesExamples –– Sony, Canon, SchweppesSony, Canon, Schweppes
Jack Buckner
Endorser Brand StrategyEndorser Brand Strategy
Endorsing Brand
Brand A
Product or
range A
Promise A
Brand B
Product or
range B
Promise B
Brand N
Product or
range N
Promise N
6. 6
Jack Buckner
Endorser Brand StrategyEndorser Brand Strategy
Allows dual brand equity to developAllows dual brand equity to develop
Quality seal of approvalQuality seal of approval
Cheaper method of building brand equity inCheaper method of building brand equity in
company namecompany name
Use product brands to express different aspects ofUse product brands to express different aspects of
personalitypersonality
Requires comprehensive understanding of brandRequires comprehensive understanding of brand
valuesvalues
ExamplesExamples –– GM, ICI, 3M, HSBCGM, ICI, 3M, HSBC
Jack Buckner
Brand architecture debateBrand architecture debate –– 3M3M
In 1981 created 244 new brandsIn 1981 created 244 new brands
Over 1500 trademarksOver 1500 trademarks
Established branding committeeEstablished branding committee
–– 3M to be sign off on all products (except3M to be sign off on all products (except
cosmetics)cosmetics)
–– Ban the use of more than 2 names on oneBan the use of more than 2 names on one
productproduct
–– Clear guidelines for branding to all subsidiariesClear guidelines for branding to all subsidiaries
–– Brand decision treeBrand decision tree
7. 7
Jack Buckner
Brand ArchitectureBrand Architecture –– the carthe car
industryindustry
Toyota / LexusToyota / Lexus
BMW / MiniBMW / Mini
Mercedes / Smart CarMercedes / Smart Car
FordFord
Audi / VolkswagenAudi / Volkswagen
GMGM
Critical issue is clear structure andCritical issue is clear structure and
understandingunderstanding
Jack Buckner
Brand ExtensionBrand Extension -- ProsPros
Facilitate new product acceptanceFacilitate new product acceptance
Increase profitsIncrease profits
Avoid cost of developing a new brandAvoid cost of developing a new brand
Appeal to new consumersAppeal to new consumers
Revitalize the brandRevitalize the brand
Prevent marketing myopiaPrevent marketing myopia
8. 8
Jack Buckner
Brand ExtensionBrand Extension -- ConsCons
Hurt parent brand imageHurt parent brand image
Dilute brand image (diluted investment)Dilute brand image (diluted investment)
Confuse consumersConfuse consumers
Alienate existing consumersAlienate existing consumers
Retailer resistanceRetailer resistance
Jack Buckner
Some brand extension researchSome brand extension research
Successful brand extensions have aSuccessful brand extensions have a
perceived fit (the basis for fit may vary)perceived fit (the basis for fit may vary)
High quality brands stretch further thanHigh quality brands stretch further than
average quality brandsaverage quality brands
A prototype brand can have difficultyA prototype brand can have difficulty
extendingextending
Vertical extensions can be difficultVertical extensions can be difficult
Most effective advertising focuses on theMost effective advertising focuses on the
extension (not the parent)extension (not the parent)
Keller – Strategic Brand Management
9. 9
Jack Buckner
Nike and the Skate marketNike and the Skate market
Skateboarding – fast expanding sport
New brands emerged – Etnies, DC
Traditional sports brands struggled –
image, distribution
Nike – 4 attempts in 1990’s – ACG
separate division
Orange County office – big brand
approach
“We were hurt by the fact we were the
number one sports company”
Recognised brand extension not
possible
Savier – new brand
Hurley acquired - $50 million
Jack Buckner
Extend profits, not product linesExtend profits, not product lines
Why do companies extend their brands?Why do companies extend their brands?
–– Customer segmentationCustomer segmentation
–– Consumer desiresConsumer desires
–– Pricing breadthPricing breadth
–– Excess capacityExcess capacity
–– ShortShort--term gainterm gain
–– Competitive intensityCompetitive intensity
–– Trade pressureTrade pressure
The pitfalls of proliferationThe pitfalls of proliferation
–– Weaker line logicWeaker line logic
–– Lower brand loyaltyLower brand loyalty
–– Under exploited ideasUnder exploited ideas
–– Stagnant category demandStagnant category demand
–– Poorer trade relationsPoorer trade relations
–– Increased costIncreased cost
Quelch and Kenny – HBR September 94
10. 10
Jack Buckner
Extend profits, not product linesExtend profits, not product lines
RecommendationsRecommendations
–– Improve cost accountingImprove cost accounting
–– Allocate resources to winnersAllocate resources to winners
–– Research consumer behaviourResearch consumer behaviour
–– Manage deletionsManage deletions
–– CoCo--ordinate marketingordinate marketing
–– Work with channel partnersWork with channel partners
Findings debatedFindings debated
–– Energizing a brand?Energizing a brand?
–– Manage a dynamic environment?Manage a dynamic environment?
–– Consumers are forgivingConsumers are forgiving
–– Marketers as biologistsMarketers as biologists
HBR on Brand Management
Jack Buckner
SubSub--brandsbrands
Vertical extensionVertical extension
–– Upwards (The silver bullet conceptUpwards (The silver bullet concept –– Audi TT)Audi TT)
–– Downwards (Levis signature range)Downwards (Levis signature range)
11. 11
Jack Buckner
Guess the Brand?Guess the Brand?
““I believe there is no limit to what a brandI believe there is no limit to what a brand
can do. You can ignore those who go oncan do. You can ignore those who go on
about brand stretching.about brand stretching.””
“…“…attitude is, weattitude is, we’’ll just getll just get …….to do a.to do a
personal appearance and it will help thepersonal appearance and it will help the
brand.brand.””
““There are times a brand has to sayThere are times a brand has to say ‘‘nono’’ to ato a
brand extension.brand extension.””
Jack Buckner
12. 12
Jack Buckner
The Virgin EmpireThe Virgin Empire
Richard Branson founded in 1972Richard Branson founded in 1972 –– record shoprecord shop
Virgin airlinesVirgin airlines –– 19841984
1986 went public, 1988 private1986 went public, 1988 private
midmid--19901990’’ss –– over 100 companiesover 100 companies
19971997 –– railwaysrailways
Virgin.com and telecommunications late 1990Virgin.com and telecommunications late 1990’’ss
19991999 –– sold 49% airlines to Singapore Airlinessold 49% airlines to Singapore Airlines
20002000 –– withdraws from clothingwithdraws from clothing
20022002 –– appoints first Brand Marketing directorappoints first Brand Marketing director
Jack Buckner
Virgin Brand ValuesVirgin Brand Values
Richard BransonRichard Branson
““Have a goHave a go””
Quality, fun, challenge, innovation,Quality, fun, challenge, innovation,
provocativeprovocative
Stylish, young, irreverentStylish, young, irreverent
13. 13
Jack Buckner
VirginVirgin
SuccessesSuccesses –– music, travel, hotelsmusic, travel, hotels
FailuresFailures –– clothing, computersclothing, computers
““For every Virgin Atlantic or Virgin music groupFor every Virgin Atlantic or Virgin music group
there have been numerous failures.there have been numerous failures.””
““For a company so diversified, it is vulnerablyFor a company so diversified, it is vulnerably
dependent on a single brand.dependent on a single brand.””
““I can do what I want.I can do what I want.””
Virgin DirectVirgin Direct –– ““we are going to exist for 200we are going to exist for 200
years and clearly Richard is not.years and clearly Richard is not.””
““Well, we would not launch a cigarette.Well, we would not launch a cigarette.””
Jack Buckner
BrandstretchBrandstretch (David Taylor)(David Taylor)
““Why 1 in 2 extensions fail, and how to beat theWhy 1 in 2 extensions fail, and how to beat the
odds.odds.””
Virgin: the biggest ever brand ego trip?Virgin: the biggest ever brand ego trip?
Strengthen the coreStrengthen the core
Vision, ideas, focus, deliveryVision, ideas, focus, delivery
Brand architectureBrand architecture
HeroesHeroes –– Gillette Mach 3,Gillette Mach 3, Bacardi BreezerBacardi Breezer,,
Blockbuster, PampersBlockbuster, Pampers
VillainsVillains –– Tango Tropical, LeviTango Tropical, Levi’’s suits,s suits, easyGroupeasyGroup
14. 14
Jack Buckner
Brand AlliancesBrand Alliances
SonySony –– SiemensSiemens
Star allianceStar alliance
McDonaldsMcDonalds –– Cadburys CrCadburys Crèème Eggsme Eggs
IntelIntel
Movies / Video GamesMovies / Video Games
Jack Buckner
adidas / Cocaadidas / Coca--ColaCola
Strategic alliance proposalStrategic alliance proposal
Global brandsGlobal brands
Collective marketing assetsCollective marketing assets
Similar target audiencesSimilar target audiences
15. 15
Jack Buckner
adidas / Cocaadidas / Coca--ColaCola
A global adidas branded sports drinkA global adidas branded sports drink
adidas providesadidas provides
–– Sports credibilitySports credibility
–– Sports exposure and networkSports exposure and network
CocaCoca--Cola providesCola provides
–– Product expertiseProduct expertise
–– Global distributionGlobal distribution
Jack Buckner
adidas / Cocaadidas / Coca--ColaCola
Income potential for adidasIncome potential for adidas
But risk of brand dilution greater for adidasBut risk of brand dilution greater for adidas
CocaCoca--Cola brand equity and marketingCola brand equity and marketing
capacity significantly greater than adidascapacity significantly greater than adidas
Budgets would dwarf adidas brandBudgets would dwarf adidas brand’’s effortss efforts
Distribution issuesDistribution issues