Beruflich Dokumente
Kultur Dokumente
Products
1 A 2 3 ..n
Brands
B C .
Brand Portfolio
Brand Line
Products within a brand (original +extensions) Brand portfolio is a set of all brand lines targeted at various segments
Product line
Set of products with similar function Product across brands or brand extensions
Branding strategy
Number of common and distinct brand elements to be used Breadth ( in terms of brand product relationship and brand extension strategy) Depth (in terms of product-brand relationship and brand-portfolio)
Brand Portfolio
Aggregate Market Factors
Market Size Market Growth Stage in PLC Sales cyclicity Seasonality Profits
Environmental Factors
Technological Political Economic Regulatory Social
Category Factors
Threat of new entrants Bargaining power of buyers Bargaining power of sellers Current Category Rivalry Pressures from substitutes Category Capacity
Depth of a brand
Different brands in the same product class To pursue Multiple Market Segments To increase shelf presence and retailer dependence Variety to customers Internal Competition Economies of scale in advertising, sales, merchandising and distribution
Brand Hierarchy
Summarizing brand strategy by usage and sharing of brand elements across brands ( MTV, VH1, Nick) Kapferers Branding System
Product Brand (Ariel, tide and Dash by P and G) Line brand.. Across different products (Chevrolet: GM) Range Brand (maggi food range) Umbrella brand.. Across products and services (canon, HP) Source brand (Garnier.. With fruit extracts) direct named Endorsing brand
Brand Extensions
Current Products Current Markets New Markets Market Penetration New Products Product Development
Market Development
Diversification
Advantages of extensions
Advantages
Facilitate new product acceptance
Improve brand image Reduce risk perceived by customers Increase the probability of gaining distribution and trial Reduce costs of introduction and followup marketing Avoid cost of developing a new brand Packaging and labelling efficiency Permit consumer variety seeking