Brand Architecture / Extention

SUBMITTED byRajas R Prabhu

REG NO. 150901090
BACHELORS OF BUSINESS ADMINISTRATION
UNDER THE GUIDANCE OF
DR. SUNISHTHA DHAKA
ASSISTANT PROFESSOR

SCHOOL OF BUSINESS AND COMMERCE

MANIPAL UNIVERSITY JAIPUR

Family Versus Multiple Brands

Multiple (Individual) Brands
To Avoid Conflicts in Channels
To Avoid Confusion Between
Segments
Different brand names if different
target segments accessed via
different channels and or
products
2

Why Create A New Brand?

Creating/Opening a New Category
Entering an Established Category with no
Co-optable Brand Equity from another
source
Or, you want to separate this offering
from that source
Entering a category where clear
differentiation from similar/Identical
offerings is clearly needed
Others?
3

Basics of Brand Architecture:

The
Brand Relationship Spectrum
An organizing architecture
Creating Brands is
expensive/takes time.
Not every offering is a brand
Often better to add to a single
brand,
rather than proliferate
brands
Ingredient Branding:
The power of multiple brands
4

Brand
Brand
Relationship
Relationship
Spectrum
Spectrum
House
Houseof
of
Brands
Brands

Endorsed
Endorsed
Brands
Brands

Sub-Brands
Sub-Brands

Branded
Branded
House
House

Independent Brands, Each working in their own right, belonging

to a Remote parent firm

Independent Brands held

by a remote parent
company
House
Houseof
of
Brands
Brands

Not
Not
Connected
Connected

Shadow
Shadow
Endorser
Endorser

Nutrasweet (Searle)

Tide (P&G)

RCA (GE)

Accura (Honda)

Saturn (GM)

Touchstone (Disney)

House of Brands (P&G)

Targets Niche Markets

Highlights new offerings
Avoids incompatibility
Allows powerful names tied to benefit
Avoids channel conflict
Shadow Endorser: A Known organization
is backing this brand

In a House of Brands
The key competency itself is
often the creation, growth and
Management of Brands
More B-to-C than B-to-B: Most of
the offering value is in the brand,
and opposed to the product in
use
Tide
8

Ariel

Ivory

Cascade

Brand
Brand
Relationship
Relationship
Spectrum
Spectrum
House
Houseof
of
Brands
Brands

Endorsed
Endorsed
Brands
Brands

Sub-Brands
Sub-Brands

Strong Brands on their own, strengthened in a

customer-relevant way by an association with the
parent brand

Branded
Branded
House
House

Endorsed
Endorsed
Brands
Brands

Token/Remot
Token/Remot
ee
Endorsement
Endorsement
Grape
Nuts from
Post
Dockers, by Levis
Universal Pictures, a
Sony Company

Linked
Linked
Name
Name
Nestea
McMuffin
MaxPacks

Strong Brands on their

own-in their segment,
strengthened by the
master brand

Strong
Strong
Endorsemen
Endorsemen
tt

Courtyard by
Marriott

Obsession by Calvin
Klein
Walkman by Sony

Endorsed Brands
Independent
Can provide Relevant Support
Degree of relevant support
determines level: Token, Linked
Names, Strong
Can Build Strength for both brands

11

Brand
Brand
Relationship
Relationship
Spectrum
Spectrum
House
Houseof
of
Brands
Brands

Endorsed
Endorsed
Brands
Brands

Sub-Brands
Sub-Brands

Branded
Branded
House
House

Separate, Strong Brands tied to and synergistic with

the parent brand

SubSubBrands
Brands
Co-Drivers
Co-Drivers

Separate Brands tied

to Master Brand, Subordinate and
Synergistic

Master
Master
Brand
Brand as
as
Driver
Driver

Gillette Mach 3 (Powerful

Product Brand)

Buick LeSabre

Sony Trinitron

HP Deskjet

DuPont Stainmaster
(Powerful Ingredient
Brand)

Penn State Smeal (?)

Subbrands
Connected directly to the master
brand --modify the emotional
takeaway or proposition.
Substantial potential impact on the
master brand
Critical: Degree to which they CoDrive the buying process/decision

14

Brand
Brand
Relationship
Relationship
Spectrum
Spectrum
House
Houseof
of
Brands
Brands

Endorsed
Endorsed
Brands
Brands

Sub-Brands
Sub-Brands

Branded
Branded
House
House

Parent Brand Drives, products under it are named following

their benefits or specifications

Parent Brand the

driving Branding
element

Branded
Branded
House
House

Same
Same
Identity
Identity

Different
Different
Identity
Identity
GE Capital,
Appliance

GE

BMW
Healthy Choice

Nestle Coffee, Morsels

Virgin

Levis Europe/US

Penn State MBA (?)

Smeal (?)

A Branded House
Master Brand is driver across Multiple
categories
Under that primarily Product
Descriptors/ Highly descriptive
trademarks.
Master brand should be in a position to
add to and be strengthened
by all
BMW
the firms offerings.
530i
17

X5

750iL

More

Brand Separation Criteria

Branded House:
Synergy in product
line
Combined visibility
and relevance
Single brand
visibility,
concentration of
resources
18

House of Brands:
Eclectic product mix
Risky product
categories
Channel conflict
potential
Business model
supports creation of
a brand

Introduction
Persons identity serves to provide
direction, purpose & meaning for
that person
Similarly Brand identity provides
direction, purpose & meaning to the
brand
Central to brands strategic vision..

Meaning
It is the unique set of brand associations
that a brand strategist aspires to create or
maintain
Associations represents:
What brand stands for
Implies a promise to customers from the
organization members
Ex: Dominos Pizza

Why Brand Identity??

To establish relationship between brand &
customer

How??
By
generating
value
involving:
Functional
Emotional
Self Expressive benefits

proposition

The Identity Structure

B. Identity has Core & Extended
Identities

Core Identity
Represents timeless essence of brand
Analogy: center that remains after you
peel away onion layers
Ex: Tata trust, quality
Central both to meaning & success of
brands..

Core Identity
Associations remain more constant as
brand travels to new markets & pdts
Core lasts long
Ex: Bajaj Hamara Bajaj
B. Position , Communication strategies
& also extended identity might change
but core remains unchanged..

Core Identity
Core identity follows from questions:
Soul of the brand?
Values that drive the brand
Core competencies
Organization behind the brand stand for..

Core Identity
Should include elements that makes
brand unique & valuable
Should
contribute
proposition

to

value

Extended Identity
Includes elements that provide
completeness to the brand
Important elements of brands
marketing program be included
To add useful detail to complete the
picture.