Beruflich Dokumente
Kultur Dokumente
ARCHITECTURE
Corporate Product and Brand
Relationship
No Go Limit
Brand Stretching
Leveraged Extensions
Diversifications
Spontaneous Extensions
Core Extensions
Brand
Essence
Brand
Extension
BRAND RELATIONSHIP
SPECTRUM
Structuring your Brand Product Matrix to
create healthy brand portfolio.
Linking Brands
House
of Brands
Branded House
Sub
Endorsed
Brands
Tata salt
Tata Mobile
Tata Steel
Tata Indiacom
Tata The Branded House
Vicks
Head & shoulders
Old spice
Camay
Ariel
P&G A House of Brands
House of Brands
Branded
Product Branding
Product
Allows
Product Branding
Proctor & Gamble
Brand
Ariel
Market
Tide
Pantene
Head &
Shoulders
Detergent Shampoo
Detergent
Camy
Soap
Shampoo
Whisper
Sanitary
Napkin
Vicks
Old
Spice
After
shave
Balm
Position
Healthy
Hair
Hi Tech
Whiteness
dandruff
Cream
Macho
Cold
Hygiene
protection remedy
Market
Position
Robin
Blue
Cherry
Blossom
Shoe
polish
Harpic
Toilet
Cleaner
Lizol
Floor
Cleaner
Colin
Disprin
Glass
cleaner
Analgesic
Mansion
Floor
Polish
Brasso
Metal
Polish
A BRANDED HOUSE
In
Limitations
Line Branding
Basic Idea in line branding is how the firm
organizes its product portfolio.
Here brand is the core idea that connect with its
consumers.
Customers do not tend to be contended with one
product. Line brand starts with one product, but
later extends to a set of products which enhance
the brand by reinforcing each other.
Line Branding
HLL
Axe
Axe
Deo
Axe
Shaving
Cream
Axe
After
Shave
Axe
Soap
Axe
Talc
Range Branding
Line branding restricts the brands expansion into
nearby territories of complimentary products.
Range branding brands can move beyond
product complimentarity.
Encompass many products under a single banner.
All the products share a common promise which
stem from the ranges area of competence.
Range Branding
Himalaya Drug Co.
Ayurvedic Concepts
Health Care
Ayur slim
Capsules
Digestive
Capsules
Daily Health
Capsules
Cough
Syrup
Body Care
Antiseptic
Cream
Pain
Balm
Muscle &
Joint Rub
Hair Care
Hair
Cleanser
Hair
conditioner
Skin Care
Face wash
Moisturizing
lotion
Hand & body
lotion
Anti-dandruff
cleanser
Deep
cleansing
lotion
Anti-dandruff
Hair vitalizer
Pimple
Cream
Umbrella Branding
Particularly
Umbrella Branding
Philips
Medical
TVs
Hi - Fi
Lighting
Monitors
Mixers
Shaver
Phones
Irons
Umbrella Branding
Umbrella
Source Branding
Hybrid of umbrella strategy and product-brand
strategy. (also called as Double branding)
Product is given a brand name and it is combined
with the name of the firm.
Johnnie Walker Red label, Green label, Black label & Blue
label
Source Branding
Maruti
Suzuki
800
ENDORSER BRANDS
& SUB BRANDS
Endorsed Brands
Endorsed
Fairfield
by Marriot
Inn by Marriot
Subbrands
Another
The GE - Appliances
Vertical Brand Architecture
GE
Monogram
(Designer/Architects)
GE
Profile
GE
Appliances
Hotpoint
Brand Architecture
It
Brand Architecture
Product- Market
Context Roles
brands
Benefit Brands
Co Brands
Brand
Portfolio
Portfolio Roles
Brand
Architecture
Brand Portfolio
Structure
Portfolio Graphics
Logo
Visual representations
Brand groupings
Brand hierarchy trees
Brand range
Powerfu
l
Brands
Optimal
allocation of
brand building
resources
Strategic brands
Linchpin brands
Silver bullet
Cash cow brands
Sub
Synergy in
creating
efficiency
visibility
associations
Clarity of
offering
Leveraged
brand
assets
Platform
for future
growth
options
Brand Portfolio
Brand
Portfolio Roles
A
Portfolio Roles
Strategic
Portfolio Roles
Linchpin
Portfolio Roles
Silver
Portfolio Roles
Cash