brands - session 11-brand architecture-1

8/8/2019 BRANDS - Session 11-Brand Architecture-1

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Learning objectives

Portfolio structure

Roles within a portfolio Branding and sub-branding

strategies, including co-branding


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Brand Portfolio

Product defining rolesMaster brandsEndorsersSubbrandsDescriptorsProduct brandsUmbrella brandsBranded differentiators

Co-brandsDriver roles

Portfolio Roles Strategic brands Branded energizers Linchpin brands Silver bullets Flankers Cash cow brands

Brand Scope categories & subcategories Future scope

Portfolio Graphics Logo Visual presentation

BrandArchitecture

SynergyOptimalresourceallocation

LeverageExtend currentCreate for future

RelevanceAdapt to marketdynamicsCreate new

Strong brandsDifferentiatedEnergized

Clarity

Portfolio StructureGroupingHierarchy treesRange


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Product Defining Roles


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Master brand

The primary indicator in the

offering, e.g. 3M in 3M Accuribbon

Maruti in Maruti Zen

Tata in Tata Indica


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Endorser Brands

An established brand that provides

credibility and substance to theoffering of other brands through its

strategy, resources, values, heritage


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There are 4 types of

Endorsement

L i n k e d

a m e

h a d oE n d o r s e r

T o k e n

E n d o r s e r

t r o n

E n d o r s e r

E n d o r s e r o l e s

3M-Post It, Apple-iMAC, Britannia-Tiger

A Quality product of Hindustan Unilever

Lexus Toyota

Levi-Dockers

Big Mac, Mcmuffin, Mcnuggets, Mcpizza


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Example

Powerful Corporate Brands as Endorsers Nestle Kit Kat

Parle Frooti

Gillette Mach3

GE Lights, Appliances

Virgin Rail, Bride, Atlantic

Powerful Celebrity Names as Endorser

Brands Jordan Nike, After Shave

Paul Newman Pasta Sauce

Powerful Icons as endorser names

M

onet Shirts


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Sub-Brands

Sub-brands modify the associations of the

master brand in a specific product-marketcontext.

It attempts to create a brand significantly

different from the master brand by adding a

dimension, and thus be appropriate for a

segment.


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Examples: Sub-brands

Hot and Sweet

Zen

Regency

Laser jet

DairyM

ilk Macintosh

Carrera

Maggi

Maruti Hyatt

HP

Cadbury

Apple

Porsche


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Product brand Product offering of a master brand

and a subbrand Toyota Corolla

Or a master brand and a descriptor

Tata salt


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Umbrella brand

Defines a grouping of product offeringsunder a common brand. This can be a

more effective and appropriate vehicleto gain relevance, visibility anddifferentiation than individual productbrands

Microsoft Office (Word, Excel, Access,Powerpoint)

FedEx e-Business Tools (eShipping Tools,eCommerce Solutions, eCommerce

Builder)


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Driver role Reflects the degree to which a brand

drives purchase decision and defines

the use experience. Generally, the master brand is dominant

however, other elements can alsoinfluence decisions

Toyota Corolla

AcerFerrari


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Branded differentiators A brand or a sub-brand that defines

a feature, service, program,

ingredient which adds perceivedvalue to the offering

Ziploc Colorloc

Whirlpool CleanTopGodrej with G3

Tata-BP Formula VX 101

Jet Airways Jet Privilege Program


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Co-brands

Brands from different organizations

combine to create an offering in whicheach co-brand plays a driver role


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Examples

Pillsbury Brownie with Nestle

Chocolate

Jet-Visa-Citibank Credit Card

Shoppers Stop First Citizens Club-

HSBC Credit Card


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Co-branding is powerful

when Association of each brand is strong

and complementary

Purchase intention for a Consumer

Entertainment product:

Only Kodak: 20%Only Sony: 20%

Kodak and Sony: 80%


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Co-branding Positives

Cobranding must enhance the

new offering AND the originalbrands

Works best when:

Captures 2 or more sources of brand equity

Enhance value propositionIncrease point of differentiation


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Brand scope Leverage brand assets by extending

strong brands whose associations

will travel across product categories

Scope of a master brand can beextended by the use of subbrands

and cobrands, also as an endorser Must define potential intra-portfolio

relationships, migration paths, and

conflicts

brands - session 11-brand architecture-1

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