BRAND BUILDING

BRAND HIERARCHY BRAND PRODUCT MATRIX

WHAT IS BRANDING?
Brand

Association Brand Earning Brand Loyalty Brand Equity Brand Essence

Brand

Brand Identity Brand Image Brand Licensing Brand Parity Brand

Experience Brand Extension Brand Harmonization

Personality Brand Value Brand Hierarchy

BRAND HIERARCHY - INTRODUCTION

Definition Categories
o Brand Hierarchy
Corporate Branding Range/ Family Branding Individual Branding Modifier Branding

o Sub-brand Hierarchy
Types

House Of Brands Product Branding Branded House Line Branding Range Branding Umbrella Branding Source Branding Endorser Or Sub Branding

BRAND HIERARCHY
Corporate Brand
o Hindustan Unilever (HUL)

Range Brand
o Dove

Product Line/Individual Line

o Dove Shampoo

Modifier Brand
o Colour Therapy

SUB-BRAND HIERARCHY

Vicks Head & Shoulders Old Spice Camay Ariel

P&G

A HOUSE OF BRANDS

PRODUCT BRANDING
Brand

PROCTOR & GAMBLE

ARIEL

TIDE

PANTENE

HEAD & OLD CAMAY WHISPER VICKS SHOULDERS SPICE

Market
Detergent Detergent Shampoo Shampoo Healthy Hair Whiteness

Soap

Sanitary Napkin

Balm

After Shave

Position
Hi Tech

Dandruff

Cream

Macho Cold Hygiene Protection Remed y

BRANDED HOUSE

Tata Salt Tata Mobile Tata Steel Tata Indicom

TATA

THE BRANDED HOUSE

LINE BRANDING
HINDUSTAN UNILEVER
AXE

AXE DEO

AXE SHAVING CREAM

AXE AFTER SHAVE

AXE SOAP

AXE TALC

Share Same Brand Concept and they Complement Each Other.

RANGE BRANDING
HIMALAYA DRUG CO.
AYURVEDIC CONCEPTS Skin Care Face Wash

Health Care
Ayur Slim Capsules Digestive Capsules

Body Care Antiseptic Cream Pain Balm Muscle & Joint Rub

Hair Care Hair Cleanser Hair Conditioner

Moisturizing Lotion
Hand & Body Lotion

Daily Health Capsules

Cough Syrup

Anti-dandruff Cleanser
Anti-dandruff Hair Vitalizer

Deep Cleansing Lotion

Pimple Cream

UMBRELLA BRANDING
PHILIPS
TVs Lighting Monitors Shaver Phones Irons Medical Hi - Fi Mixers

SOURCE BRANDING
MARUTI SUZUKI

800

Zen Wagon-R Alto

Swift

SX-4

Ritz

ENDORSER BRAND OR SUB-BRAND

MARRIOTT BRAND ARCHITECTURE

Marriot Hotels. Resorts. Suites. Marriot Residence Inn Courtyard by Marriot Fairfield Inn by Marriot

SUB BRAND
Definition 3 Categories
o Descriptive Brand o Lower Level Sub Brand o Equality/ Co Driver

BRAND PRODUCT MATRIX - INTRODUCTION

Structure Brand - Product Relationship Product - Brand Relationship Branding Strategies

BRAND PRODUCT MATRIX

Structure

PRODUCTS 1 2 Product .. N

A
BRANDS

B
:

BRAND - PRODUCT RELATIONSHIP

Rows in the Matrix represent Brand - Product

Relationship
1. Brand Extension Strategy 2. Brand line
o o Line Extension Category Extension

PRODUCT - BRAND RELATIONSHIP

Columns in the Matrix represent Product

Brand Relationship
o Brand Portfolio
o Brand Portfolio Strategy

FINAL SET OF DEFINITIONS

Product Line
Product Mix Brand Mix

BRANDING STRATEGY

What is Branding Strategy?

Breadth of Branding Strategy

Depth of Branding Strategy