what are the important brand architecture decisions in developing a branding strategy
TRANSCRIPT
DEVISING A BRAND STRATEGY
DEVISING BRAND
STRATEGY
MAIN CHOICES DURING
BRANDING
Develop new brand elements for the new product.
Apply some of its existing brand elements.
Use a combination of new and existing brand elements.
1
2
3
BRAND EXTENSION
Brand extension is the usage of
an existing brand to
introduce a new brand.
The existing brand
Alternative Branding Strategy
1. INDIVIDUAL OR FAMILY BRAND NAMES
Use of different names for branding different products
2. COMPANY BRAND NAME Use of corporate brand name for entire range of products
3. SUB-BRAND NAMESCombination of two or more of the corporate brand, family brand name, or individual product brand names.
BRAND
It is the set of all brands and brand linesa particular firm offers for sale in a
particular category or market segment
1
Increasing shelf presence and retailer dependence in the store.
2
Increasing internal competition within the firm.
3
Yielding economies of scale in advertising sales, merchandising and physical distribution
Reasons For introducing Multiple Brands In A Category
CREATED BY SHUBHAM GANGILIIT(BHU), VARANASI DURING ANINTERNSHIP BY PROF. SAMEER
MATHUR, IIM LUCKNOW
DISCLAIMER