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6 - Chapter 12 - BM

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24 views19 pages

6 - Chapter 12 - BM

Uploaded by

akajaia5
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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CHAPTER 12: title style

DESIGNING AND IMPLEMENTING


BRANDING STRATEGIES

1
Branding strategy
• Branding strategy is critical because it is
the means by which the firm can help
consumers understand its products and
services and organize them in their minds.
• Two important strategic tools: The brand-
product matrix and the brand hierarchy
help to characterize and formulate
branding strategies by defining various
relationships among brands and products.

11.2
The role of Brand Architecture
• Clarify: brand awareness
– Improve consumer understanding and
communicate similarity and differences between
individual products
• Motivate: brand image
– Maximize transfer of equity to/from the brand to
individual products to improve trial and repeat
purchase

11.3
Brand-Product Matrix
Products
1 2 3 4
A
Brands B
C
• Must define:
– Brand-Product relationships (rows)
• Line and category extensions
– Product-Brand relationships (columns)
• Brand portfolio

11.4
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

11.5
Breadth of a Branding Strategy
• Breadth of product mix
– Aggregate market factors
– Category factors
– Environmental factors
• Depth of product mix
– 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 11.6
Depth of a Branding Strategy
• The number and nature of different brands
marketed in the product class sold by a firm
• Referred to as brand portfolio
• The reason is to pursue different market
segments, different channels of distribution,
or different geographic boundaries
• Maximize market coverage and minimize
brand overlap

11.7
Designing a Brand Portfolio
• Basic principles:
– Maximize market coverage so that no potential
customers are being ignored
– Minimize brand overlap so that brands aren’t
competing among themselves to gain the same
customer’s approval

11.8
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

11.10
Brand Hierarchy Levels

Corporate Brand (Colgate Palmolive)

Family Brand (Colgate)

Individual Brand (Colgate Total)

Modifier: Item or Model (Colgate Total Whitening)


11.11
Family Brands

• Brands applied across a range of product


categories
• An efficient means to link common
associations to multiple but distinct
products

11.12
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.

11.13
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

11.14
Corporate Image Dimensions

• Corporate product attributes, benefits or attitudes


– Quality
– Innovativeness
• People and relationships
– Customer orientation
• Values and programs
– Concern with the environment
– Social responsibility
• Corporate credibility
– Expertise
– Trustworthiness
– Likability 11.15
Brand Hierarchy Decisions
1. The specific products to be introduced for
any one brand
2. The numbers of levels of the hierarchy to
use
3. The desired brand awareness and image at
each level
4. The combinations of brand elements from
different levels of the hierarchy
5. The best way to link any one brand
element to multiple products
11.16
Number of Hierarchy Levels
• Principle of growth
• Principle of Survival
• Principle of Synergy
• Principle of simplicity
• Principle of Clarity
• Principle of relevance
• Principle of Differentiation
• Principle of Prominence
• Principle of Commonality
11.17
Brand Architecture Guidelines
• Adopt a strong customer focus
• Avoid over-branding
• Establish rules and conventions and be
disciplined
• Create broad, robust brand platforms
• Selectively employ sub-brands as means of
complementing and strengthening brands
• Selectively extend brands to establish new
brand equity and enhance existing brand equity

11.18

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