Beruflich Dokumente
Kultur Dokumente
Branding Strategy
Brand Extensions
Deepak Sirdeshmukh
2010
MANAGING THE PRODUCT/BRAND MIX
LENGTH
DEPTH
?
CONSISTENCY
Regular
Waxed
Mint Waxed
ABB’s BRAND PORTFOLIO
BRANDING STRATEGY OPTIONS – BRAND
HIERACHY LEVELS
Corporate Branding
Using the company name as an overall brand
(General Motors, Sony, Dell)
Family Branding
Using a blanket family brand - using brand
extensions (Buick, Tropicana (Seagram’s brand))
Individual Branding
Developing unique brand names for new products –
using individual brand names (Fritos, Tide)
Using Modifiers to brands
Applying a qualifier to a brand (Ultra, Lite, LS/ES)
Firms often use a combination of the above
branding alternatives.
Brand Extensions
Campbell's Select Harvest soup, Bud Light Lime beer, Arnold Select
Sandwich Thins bread, Green Giant Valley Fresh Steamers frozen
prepared vegetables, and Dreyer's/Edy's Fun Flavors ice cream were
the leading entries in Information Resources Inc.'s roster of top new
food/beverage consumer packaged goods of 2009, based on sales
during their first full year on the market.
Core Skills
PARENT
BRAND
Core Benefits
Core Skills + -?
PARENT
BRAND
Core Benefits
+ - ?
PARENT EXTENSION
BRAND PRODUCT
Brand Extension
Additional considerations beyond consumer
judgments
Can we deliver on
Customer
customer
satisfaction
expectations?
Beyond Fit: Comprehensive Process for Assessing Whether to Extend the
Parent Brand to a New Line of Business
Do we have a
strong
Parent brand equity
brand? At
what level?
Brand Equity Brand Equity Parent brand – extension
Strength Drivers product relationship
Will the
extension make
sense to the
customers in this
segment ? Perceived value Perceived value of
of extension alternatives
Can we deliver on
Customer
customer
satisfaction
expectations?
Operating costs
Does success of Retention costs Long term
the extension profitability
Customer equity
benefit the brand?
Insights Needed For Assessing Brand Extension Decision