hierarchy & product matrix
TRANSCRIPT
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BRAND BRAND BUILDINGBUILDING
BRAND HIERARCHYBRAND PRODUCT MATRIX
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WHAT IS BRANDING?WHAT IS BRANDING?
Brand AssociationBrand EarningBrand LoyaltyBrand EquityBrand EssenceBrand ExperienceBrand ExtensionBrand Harmonization
Brand IdentityBrand ImageBrand LicensingBrand ParityBrand PersonalityBrand ValueBrand Hierarchy
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BRAND HIERARCHY - BRAND HIERARCHY -
INTRODUCTIONINTRODUCTION
• Definition• Categories
o Brand Hierarchy• Corporate Branding• Range/ Family
Branding• Individual Branding• Modifier Branding
o Sub-brand HierarchyTypes
House Of BrandsProduct BrandingBranded HouseLine BrandingRange BrandingUmbrella BrandingSource BrandingEndorser Or Sub Branding
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BRAND BRAND
HIERARCHYHIERARCHY
• Corporate Brando Hindustan Unilever (HUL)
• Range Brando Dove
• Product Line/Individual Lineo Dove Shampoo
• Modifier Brando Colour Therapy
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SUB-BRAND HIERARCHYSUB-BRAND HIERARCHY
VicksHead &
ShouldersOld Spice
CamayAriel
P&G – A HOUSE OF BRANDS
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PRODUCT PRODUCT
BRANDINGBRANDING
PROCTOR & GAMBLEPROCTOR & GAMBLEBrand
Position
Market
ARIELARIEL TIDETIDE PANTENEPANTENE HEAD &SHOULDERS
HEAD &SHOULDERSCAMAYCAMAY WHISPERWHISPER VICKSVICKS OLD
SPICEOLD
SPICE
Detergent
Shampoo Soap Sanitary Napkin
Balm
After Shave
Detergent Shampoo
Hi Tech
Whiteness
Healthy Hair Dandru
ff
Cream
Hygiene Protection
Cold Remedy
Macho
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BRANDED BRANDED HOUSEHOUSE
Tata SaltTata MobileTata Steel
Tata Indicom
TATA – THE BRANDED HOUSE
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LINE LINE BRANDINGBRANDING
HINDUSTAN UNILEVERHINDUSTAN UNILEVER
AXEDEOAXEDEO
AXESHAVINGCREAM
AXESHAVINGCREAM
AXEAFTERSHAVE
AXEAFTERSHAVE
AXESOAPAXE
SOAPAXETALCAXETALC
Share Same Brand Concept and they Complement Each Other.
AXEAXE
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RANGE RANGE BRANDINGBRANDING
HIMALAYA DRUG CO.
AYURVEDIC CONCEPTS
Health Care
Ayur SlimCapsulesAyur SlimCapsules
DigestiveCapsulesDigestiveCapsules
Daily HealthCapsules
Daily HealthCapsules
Cough SyrupCough Syrup
Body Care
Antiseptic Cream
Antiseptic Cream
PainBalmPainBalm
Muscle &Joint RubMuscle &Joint Rub
Hair Care
HairCleanser
HairCleanser
HairConditioner
HairConditioner
Anti-dandruffCleanser
Anti-dandruffCleanser
Anti-dandruffHair VitalizerAnti-dandruffHair Vitalizer
Skin Care
Face WashFace Wash
MoisturizingLotion
MoisturizingLotion
Hand & BodyLotion
Hand & BodyLotion
Deep Cleansing
Lotion
Deep Cleansing
Lotion
Pimple CreamPimple Cream
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UMBRELLA UMBRELLA BRANDINGBRANDING
PHILIPS
TVsTVs
LightingLighting
MonitorsMonitors
ShaverShaver
PhonesPhones
IronsIrons
MixersMixers
Hi - FiHi - Fi
MedicalMedical
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SOURCE SOURCE BRANDINGBRANDING
MARUTISUZUKI
800800 RitzRitzSX-4SX-4SwiftSwiftZenZen Wagon-RWagon-R AltoAlto
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ENDORSER BRAND OR SUB-ENDORSER BRAND OR SUB-BRANDBRAND
MARRIOTT BRAND ARCHITECTURE
• Marriot Hotels. Resorts. Suites.• Marriot Residence Inn
• Courtyard by Marriot• Fairfield Inn by Marriot
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SUB SUB
BRAND BRAND
• Definition• 3 Categories
o Descriptive Brando Lower Level Sub Brando Equality/ Co Driver
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BRAND PRODUCT MATRIX - BRAND PRODUCT MATRIX -
INTRODUCTIONINTRODUCTION
• Structure• Brand - Product Relationship• Product - Brand Relationship• Branding Strategies
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BRAND PRODUCT BRAND PRODUCT
MATRIXMATRIX
• Structure
Product
PRODUCTS
BRANDS
A
B
M
:
1 2 .. N
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BRAND - PRODUCT BRAND - PRODUCT
RELATIONSHIPRELATIONSHIP
• Rows in the Matrix represent Brand - Product Relationship
1. Brand Extension Strategy2. Brand line
o Line Extensiono Category Extension
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PRODUCT - BRAND PRODUCT - BRAND
RELATIONSHIPRELATIONSHIP
• Columns in the Matrix represent Product – Brand Relationshipo Brand Portfolioo Brand Portfolio Strategy
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FINAL SET OF FINAL SET OF
DEFINITIONSDEFINITIONS
• Product Line
• Product Mix
• Brand Mix
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BRANDING BRANDING
STRATEGYSTRATEGY
• What is Branding Strategy?
• Breadth of Branding Strategy
• Depth of Branding Strategy