branding_strategies.ppt

8/14/2019 BRANDING_STRATEGIES.ppt

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BRANDING STRATEGIES


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Defining Strategy

A Strategy is a systematic plan for achie

specific goal or result.

Whereas a Branding Strategy can be d

as a plan of execution conducted for a b

order to increase the brandsmarket & o

brand functioning.


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Umbrella Branding

Source/Double Branding

Endorsement Branding


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Product Branding

Product Branding follows the concept ofBrand, One Product.

This strategy allows products to have aidentity & Image. In this strategy brand balmost synonymous with the product.

Like Colgate for toothpaste or surf for detethis strategy company name is not known

customer.


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Advantages of Product Brand

Brand becomes Synonymous wit

product.

If a brand is unsuccessful, its failure do

affect the other brands of the company

Firms following product branding can v

into unrelated market area.


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Disadvantages of Product Brandi

It takes a significant amount of investm

time, money & effort to establish

brand.


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Line Branding

Line Branding involves exploiting a successful concep

extending it but staying very close to the initial product

Line brand starts with one product but later extend to

complementary products.

Focus in line branding is on complementary products.


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Example of Line Branding

Gillette has razors, shaving gels, afters

All these products complement each o


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Advantages of Line Branding

Reinforces selling power of the brand &

create strong brand image.

Reduces launch cost of other products

same line.

New products can use existing distribu

system


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Disadvantages of Line Brandi

Only a limited number of products can

introduced in a line.

One cannot innovate too much in a line


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Range Branding

A Range brand encompasses many produc

single banner.

A Range of products belonging to the same

competence are promoted through a single p In range branding, brand moves beyond

complementarity that is it moves away from a


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Example of Range Branding

Britannia has a sub brand- Milkman

stocks products like ghee, milk, milk

cheese, butter, etc. But the ar

competence is the same, all are

products.


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Advantages of Range Brandin

Reinforces selling power of the brand &

create strong brand image.

Reduces luanch cost of other products

same range.

New products can use existing distribu

system.


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Disadvantages of Range Bran

An unsuccessful product will affect the

products of the same brands.


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Umbrella Branding

Umbrella branding uses one brand

But, it covers diverse kinds of products

are more or less related. Umbrella bra

offer a line or range of products.


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Example of Umbrella Branding

Sony brand offers camera, phones, lap

desktops, ipods.


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Advantages of Umbrella Bran

Capitalization on the single brand nam

results in economies of scale the in na

& international market.

Brand awareness allows launch of new

products under the umbrella.


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Disadvantages of Umbrella Brand

Umbrella brand is a generalistic brand

instead of being a specialist.

Companies following this strategy don

high revenues.

A debacle in one product may influenc

products.

An over stretched brand fails.


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Source/Double Branding

Source Branding is when Product

Name+ Firms name, both are us

source branding product brand name &

name have equal status & commovalue. Source/ Double Branding m

described as Cooperate Umbrella bran


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Example of Source/ Umbrella Bra

Maruti+ Wagon R ; Maruti is an establishe

manufacturing Company in India, so lends

whereas Wagon R name distinguishes it f800, Grand Vitara, Swift & others.


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Advantages of Source/ DoubleBranding

Firms name or source name brings eq

the product.

The name of the product brand or sub-

adds something unique & brings distin

or differentiation.


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Disadvantages of Source/ DoubleBranding

The brand needs to be consistent with

activity or expertise domain of the firm


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Endorsement Branding

In endorsement branding a co

endorses its brands & products.

source branding firms name takes

seat but is disclosed to the target audie Product brand name is more significan

balance between product & u

branding.


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Example of Endorsement Brandin

It is known to everyone that Nescafe

Cerelac, Lactogen are all Nestle Produ

Nestle endorses its products but

products on their own have a distinct& equity.

But these products are dominant

brands in their own right.


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Advantages Endorsement Brandi

Corporate name gives a guarantee to t

product brand name. Also lends a qua

assurance.

With this strategy company enjoys the

freedom to venture in other product

categories


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Disadvantages Endorsement Bra

May enjoy freedom of diversification bu

has to be consistent with the brand.


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Differences between six brandingstrategies

Umbrella Double Endorsement Range Line

Single Image Product+ firmimage

Source brandpasses on genericImage

Brand signifiesarea ofexpertise

Focus onComplementaryProducts

Narrow

ExpansionBoundaries

Some

Independence

More

Independence

Products Stem Products

mutuallyreinforceeachother

GenericAssociation

Expansion inLimited Area

Can coverMultiple Area

RelatedProducts

Customers need istaken careof by theline

branding_strategies.ppt

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