Professional Documents
Culture Documents
Subject:
BRAND BUILDING
Batch
(BMM class of 2015)
Year (TY)
Faculty Name:
Vishal Desai
Lesson # 8
BRAND STRATEGIES
+
TYPES OF BRANDING
STRATEGY:
Product Branding/Multi-Brand strategy:
POSITION
MARKET
BRAND
P&G
Ariel
Tide
Pantene
Head &
Camay
Shoulder
Whisper
Vicks
Sanitary
Napkin
Old Spice
Whiteness
Sign of
Dandruff Cream Hygienic Clear
High-Tech no other Healthy&
shampoo soap protection blocked manliness
Detergent can deliver shiny hair
nose
with micro
ZPTO
In terms of positioning
+Line Branding:
L Oreal Group
L Oreal
Lipstick
Nail
Enamel
Powder
Compact
Eyeliner
Foundation
Ayurvedic Concepts
Area of
Competence
Or expertise
Skin Care
Health Care
Ayur Slim Capsules
Daily health
Capsules
Digestive Capsules
Cough Syrup
Body Care
Antiseptic Cream
Pain Balm
Muscle and Joint
Rub
Hair Care
Cleanser
Anti- Dandruff
Cleanser
Hair Conditioner
Hair Vitaliser
PHILIPS
Television
Irons
Lighting
Mixers
Monitors
Hi-fi Music
system
Shaver
Medical
equipment
Phones
Indias premier Mschool
+
3)A failure in one product category may influence other
products/brands because of shared identity
For example:
Maruti Suzuki
Maruti
Ertiga
Maruti
Wagon-R
Maruti
Alto
Maruti
Zen
Maruti
Celerio
Maruti
Stingray
Maruti
Ritz
+Endorsement Branding:
Cadburys
Cadburys
Eclairs
Cadburys
Bournvita
Cadburys
Perk
Cadburys
Five star
Cadburys
Dairy
Cadburys
Crackle
Cadburys
Shots
+ For example:
Creating synergy
Well-developed brand architecture provides the
synergy of logo design, reinforcing associations, which
in turn results in cost efficiencies
For example:
1) Flankers
2) Cash cows
3) Low-end entry
4) High-end prestige
5) Strategic Brands
6) Silver Bulltets
7) Linchpin Brand
8) Sub-brands
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+Flankers:
This strategy is also called fighter branding or multibranding Eg:- Nirma v/s Wheel, Micromax v/s other
mobile brands
+Advantages:
+Cash Cows:
Flankers:
Cash Cows:
For example:
For example:
Low-end entry:
For example:
High-End Prestige
For example:
+Strategic brand:
+ Linchpin brand
+Silver Bullet:
+Sub Brands:
Sub-brands as co-driver
HP DeskJet printer where primary driver for the subIndias premier Mbrand, is the parent brand name HP
school
+BRAND LICENSING:
For example:
RaOne, Krissh, Tom & Jerry, Chotta Bheem,
Angry Birds
+Disadvantage
+CHOOSING A BRAND
STRATEGY:
2)Competition
3) Resources
+7)Customer Sophistication:
+BRAND HIERARCHY:
Company brand
Family Brand
Individual Brand
Modifier
4
Brand Line
A
B
C
D
+ Brand Line:
Product Assortment:
Entire Matrix
Brand-Product Matrix
Product Mix
Detergent
Shampoo
Soaps
Product Breadth/Width
(No. of product lines)
Average Depth
= Total Variants/
Total Brands
Product Assortment
Indias premier Mschool
Detergen
ts
Soaps
Hair
Care
Wheel
Liril
Rin
HUL
Food
Bevera
ges /
Ice
Cream
s
Oral
Care
Skin
Care
Taj
Mahal
Tea
Close-up
Ponds
Breeze
Sunsilk
Knorr
Taaza
Pepsoden
t
Fair &
Lovely
Surf Excel
Rexona
Dove
Annapurna
Lipton
Comfort
Lux
All Clear
Bru
Vim
Pears
Tresemm
e
Kwalit
y Walls
Cif
Ponds
Sunlight
Lifebuo
y
Dove
Hamam
Indias premier Mschool
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Corporate Branding