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Branding Strategies
Leveraging the power of the brand name tocover the market more effectively Brand associations
Why do we do it? By doing more with less, you are simply harnessing
the power of leverage.
To grow, expand, and be successful.
If you are not a brand, you are a commodity. RobertKiyosaki
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Branding Strategies
Your brand has a respectable market sharebut you want it to grow. What do you do?
Address segment needs more precisely How can you use the equity of the brand
name to address segment needs even better?
Sub-branding / umbrella branding
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Sub-branding
Creating new brands which are part of the parentbrand family expressed as suffixes of theparent brand.
For example, Nike Air Jordan is a sub-brand of Nikewhich is the parent brand. Air Trigo, Air Mohawkare sub-brands of Nike Air.
Apple I-Pod, I-Pod Mini, I-Pod Shuffle and now theI-Pod Nano
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Umbrella Branding
When you have many sub-brands, each linkedto a common brand, then the common brandis known as the umbrella brand
For example, Ford Taurus, Ford Explorer, FordFocus, Ford Ranger, Ford Five Hundred, FordFreestyle, Ford Expedition, Ford Thunderbird,etc.
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Branding Strategies
Your brand has a respectable market shareand you want to protect it from growingcompetition. What do you do?
Address that section of the market which does notbuy your product
How can you attract customers who do not
buy into your brands equity? Flanker branding
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Flanker Branding
Different brand name same product
Purpose: Pre-empt competition, cover the marketmore completely (protect your flanks)
Problem: some cannibalization is expected.
For Example:
Thums Up and Coca Cola in India
General MillsRobin Hood and Gold Medal brand flour
Tide and Cheer from P&G
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Branding Strategies
Your brand is strong in your current market.The market is saturated and you are lookingto diversify. What do you do? Identify another product and give it the same
brand name
If the new product is in the same product line Line Extension
If the new product is from a completelydifferent product line Brand Extension
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Brand Extension
Same brand name, new product line i.e. Reebokshoes and Reebok water. Nike shoes and Nike
casuals. Clinique make-up and Clinique perfume.
The concept of congruence determines the
success of a brand extension strategy. (i.e.
Johnsons baby powder and Johnsons baby oil high congruence. But imagine Lysol toilet bowl
cleaner and Lysol toothpaste!!!)
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Line Extension
Same brand name, different product in thesame product line.
For example, Ivory soap and Ivory shampoo
Line extensions are safer strategies than brandextensions since congruence is always higher.
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Branding Strategies
Your brand is sold in the B2B market as a component ofanother product. You want the brand to get consumerrecognition and equity. What do you do? Tell consumers about your brands presence in the final product
Ingredient branding: Branding an ingredient of the mainbrand, which is often manufactured by a differentcompany.
For example, Intel Inside is an ingredient brand on IBM,Dell, Compaq, etc. computers; Breyers Chocolate Ice Creamwith Hersheys pieces / M & Ms; Breyers icecream withSplenda
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Branding Strategies
You have a strong brand but want to penetratethe market even better. What do you do?
Complementary Branding or Co-brandingwhen two or more mutually reinforcing brands
get together to jointly promote themselves (one
is not an ingredient of another). For example, Green Burrito & Carls Jr., Taco Bell
& Pizza Hut
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Product-Market Matrix
NEW
OLD
OLD NEW
Product
Market
Diversification
Brand extension
Product DevelopmentCo-brandingIngredient branding
Market DevelopmentBrand extension
Line extension
Market PenetrationSub-branding
Flanker brands
Co-branding
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Brand
Name
Product
Line
EXISTING
EXISTING
NEW
NEW
Line
Extension
Flanker
Brand
Brand
Extension
Diversification
Product Line-Brand Matrix
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References
http://www.slideshare.net/Fordlovers/some-branding-strategies-branding-strategy, August17, 2010.
It takes 20 years to build a reputation and only fiveMinutes to ruin it. If you think about that, you willdo things differently. Warren Buffett
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