Brand Architecture

Brand architecture

MONOLITHIC STRUCTURE: is employed when a firm uses its corporate brand name on all products or services it markets. Samsung Usually Japanese cos have been found to be using it

FIXED ENDORSED STRUCTURE: corporate brand remains all powerful but the product is also given a name. An extension of Monolith structure. Maruti 800 / exteem / baleno / SX4….

FLEXIBLE ENDORSED STRUCTURE: corporate brand remains visible but it takes a backseat. Product brand is given front seat, ie. Sub brand is the hero. Godrej endorses all its product brands which are more visible & dominant Cinthol, Ganga, FairGlow, No.1

DISCREET APPROACH: here product becomes a standalone brand, it is given its own identity & status. Corporate name does not back up. Dettol, Lizol, Vanish, Strepsils, AirWick, Clearsil, Harpic, Cherry Blossom

PRODUCT BRANDING

P & G

LINE BRANDING

UNILEVER

SHAMPOO SOAP SHOWER

GEL

LUX

UNILEVER

DEOS SHAVING CREAM

AFTER SHAVETAL

CSOAP

DENIM

RANGE BRANDING: here brands can move outside their hemisphere of complementarity

HIMALYA DRUG CO.

HEALTH CARE

Digestive capsules

Daily health

capsules

Ayurvedic slim

capsules

BODY CARE

Antiseptic cream Pain balm Muscle 7

joint rub

HAIR CARE

Hair cleanser

Hair conditioner

UMBRELLA BRANDING

SOURCE BRANDING: combining firm’s name with product name

Bajaj chetak

Bajaj pulsar

Bajaj platina

Bajaj avenger

Bajaj blade

Bajaj water heater

ENDORSEMENT BRANDING: like double branding; but makes corporate name just a source of trust

Choosing a brand strategy

UMBRELLA: Single image Narrow expansion boundaries Generic associations

SOURCE BRANDING: Combines co & product image equally Same independence Expansion into limited areas of expertise

ENDORSEMENT BRANDING: Co brand passes on generic associations Some more independence Can cover multiple areas of expertiser

RANGE BRANDING: Brand signifies areas of expertise Related products

LINE BRANDING: Focus on product complementarity Products mutually reinforce each other Customer’s need is taken care of by all line products

PRODUCT BRANDING: Individual image Boundary less Unique associations