Brand portfolio and Brand architecture of Procter

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Soumya Mishra P/MN/R/09/090 Brand portfolio and Brand architecture of Maruti Suzuki in IndiaBrand PortfolioCity Cars Maruti 800 Maruti Alto Maruti Zen Estilo Suzuki Alto(A-Star) Suzuki Splash

Super Mini-Car Maruti Suzuki Swift Maruti Ritz

Sedans

Maruti Suzuki SX4 Maruti Dzire Maruti Kizashi

Sports Utility Vehicle

Suzuki Grand Vitara Maruti GypsyMaruti Wagon-R

Vans

Maruti Omni Maruti Versa Maruti Eeco

Brand ArchitectureEndorsed Brands Maruti 800 Maruti Alto Maruti Zen Estilo Maruti Suzuki Splash Products STD BSIII,STD LPG,AC BSIII K10,STD,LXI LXI BSIV,VXI BSIV

Maruti Suzuki Swift Maruti Ritz Corporate Brand

LXI,VXI LXI,VXI,LDI,ZXI

Maruti Suzuki

Maruti Suzuki SX4 Maruti Dzire Maruti Kizashi

VXI BSIV,VXI BSIV LXI,VXI,LDI,VDI,ZXI MT,CVT

Maruti Grand Vitara Maruti Gypsy Maruti Wagon-R

DIESEL,2.4AT,2.4MT KING SOFT TOP,KING HARD TOP R LXI BSIV,R VXI BSIV

Maruti Omni Maruti Versa Maruti Eeco

MPI CARGO BSIII,LPG CARGO BIIIW

5-SEATER STD,7 SEATER STD,5 SEATER AC

Maruti Suzuki uses Corporate branding.It is the practice of using a company's name as a product brand name. It is an attempt to use corporate brand equity to create product brand recognition. It is a type of family branding or umbrella brand. Corporate branding can result in significant economies of scope since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already familiar with the name. However, this strategy may hinder the creation of distinct brand images or identities for different products: an overarching corporate brand reduces the ability to position a brand with an individual identity, and may conceal different products' unique characteristics.

Maruti Suzuki uses the House Blend brand architecture. This is an architecture based on the development of sub-brands with the added credibility of the the existing parent brand.

Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a companys portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. It is the logical, strategic and relational structure for all of the brands in the organizations brand portfolio.