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Brand Management

brand management ppt

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21 views17 pages

Brand Management

brand management ppt

Uploaded by

pilsee by orphic
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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DESIGNING AND IMPLEMENTING

BRANDING ARCHITECTURE

11.1
Brand Architecture
 The branding architecture
 The number and nature of common or
distinctive brand elements applied to the
different products sold by the firm.
 Which product should share the same
brand name? how many variations of the
brand name should we employ?

11.2
Important Definitions
 Product line
 A group of products within a product
category that are closely related
 Product mix (product assortment)
 The set of all product lines and items that
a particular seller makes available to
buyers
 Brand mix (brand assortment)
 The set of all brand lines that a particular
seller makes available to buyers
11.3
Brand-Product Matrix
Products
1 2 3 4
A
Brands B
C

 Must define:
 Brand-Product relationships (rows)- brand line
 Line and category extensions
 Product-Brand relationships (columns)
 Brand portfolio – Depth of branding architecture (set of all
brands and brand lines that a firm offers in a product category)

11.4
Breadth of a Branding
architecture
 Breadth of product mix (Eg Colgate)
 How many different product lines a brand
should carry?
 Aggregate market factors (eg. whether fast
growing)
 Category factors (eg. threat of new entrants is low)
 Environmental factors (eg. technological factors)
 Even their own competencies (Eg. Xerox Computer)

 Depth of product mix (Eg. Colgate)


 Examining the percentage of sales and profits
contributed by each item in the product line
 Deciding to increase the length of the product line
by adding new variants or items typically expands
market coverage and therefore market share but
also increases costs
11.5
Xerox Computer

11.6
Depth of a Branding
architecture
 The number and nature of different
brands marketed in the product class
sold by a firm (Eg. Unilever Shampoo product
line, Clear, Sun Silk, Dove)
 Referred to as brand portfolio
 The reason is to pursue different market
segments, different channels of
distribution, or different geographic
boundaries
 Principle: Maximize market coverage
and minimize brand overlap
11.7
Brand Portfolio

11.8
Brand Roles in the Portfolio
 Flankers – fighter (Eg. Wheel)
 Cash cows (Eg. Old Cinthol)
 Low-end entry-level (to encourage
trial Eg. BMW 1 series)
 High-end prestige brands (to
enhance credibility Eg. Chevrolet
Corvette)

11.9
Brand Hierarchy
 A useful means of graphically
portraying a firm’s branding
architecture
 A means of summarizing the
branding architecture by displaying
the number and nature of common
and distinctive brand elements
across the firm’s products, revealing
the explicit ordering of brand
elements
11.10
Brand Hierarchy Tree:
Toyota
Toyota
Corporation

Toyota Toyota Toyota Toyota Lexus


(Trucks) (SUV/vans) (Cars) Financial
Services

Corolla MR2
Camry Avalon Celica ECHO Matrix Prius
Spyder
Platinum
CE SE Edition
S LE XL SE
LE XLE XLS SLE

11.11
Brand Hierarchy Levels

Corporate Brand (General Motors)


Opel Astra G OPC

Family Brand (Buick)

Individual Brand (Park Avenue)


Century
Regal
LeSabre
Park Avenue
Modifier: Item or Model (Ultra)
11.12
Corporate Brand Equity
 Occurs when relevant constituents hold
strong, favorable, and unique
associations about the corporate brand
in memory
 Encompasses a much wider range of
associations than a product brand
 General Electric, H-P; Siemens; Tata,
Reliance
 Black & Decker and DeWalt
 Toyota & Lexus
11.13
Family Brands
 Brands applied across a range of
product categories
 An efficient means to link common
associations to multiple but distinct
products
 ITC’s Ashirwad, Kitchens of India,
Classmate

11.14
Individual Brands
 Restricted to essentially one product
category
 There may be multiple product types
offered on the basis of different
models, package sizes, flavors, etc.
 Lays Chips

11.15
Modifiers
 Signals refinements or differences in
the brand related to factors such as
quality levels, attributes, functions,
etc.
 Plays an important organizing role in
communicating how different
products within a category that
share the same brand name are

11.16
Brand Hierarchy Decisions
 The number of levels of the hierarchy to
use in general
 How brand elements from different
levels of the hierarchy are combined, if
at all, for any one particular product
 How any one brand element is linked, if
at all, to multiple products
 Desired brand awareness and image at
each level

11.17

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