Brand & brand strategy

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Information about Brand & brand strategy

Published on March 12, 2014

Author: zainkirmani



Brand & brand strategy

ONTARGET Brand “A name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from the competition.”

ONTARGET Brand Brands can convey six levels of meaning: •Attribute •Benefits •Values •Culture •Personality •User

ONTARGET Name Logo Colors Tagline Symbol How to Make a Brand Brand identity decisions include: Consumer experiences create brand bonding, brand advertising does not.


ONTARGET Varies by type of brand Functional brands Brand image Experiential brands

ONTARGET Functional Brands A concept that is used with respect brand strategy decision. A functional brand is that one which is purchased by the consumers to satisfy a functional need such as to shave, to clean clothes, to relieve a headache. Functional brands have the best chance to satisfy customers if they are seen as providing superior performance. Functional brands rely heavily on product or price features. For Example : FMCG

ONTARGET Brand Image The impression in the consumers mind of a brand's total personality (real and imaginary qualities and shortcomings). Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience. For Example : Coke


ONTARGET Brand Strategies Leveraging the power of the brand name to cover the market more effectively

ONTARGET Types Of Brand Strategies Line extensions Brand extensions Multi brands New brands Co-branding

ONTARGET Same brand name, different product in the same product line. E.g. IBM PCs and IBM laptops Line extensions are safer strategies than brand extensions since congruence is always higher. Line Extensions

ONTARGET Brand extensions Same brand name, new product line e.g. Reebok shoes and Reebok water. Nike shoes and Nike casuals. Chevy cars and Chevy men’s cologne. Hooters restaurants and Hooters airline The concept of congruence determines the success of a brand extension strategy. E.g. Johnson’s baby powder and Johnson’s baby oil – high congruence. But imagine Lysol toilet bowl cleaner and Lysol toothpaste!!!

ONTARGET Different brand name – same product E.g. Thums Up and Coca Cola in India General Mills – Robin Hood and Gold Medal brand flour Tide and Cheer from P&G Multi brands

ONTARGET New brands Your brand is strong in your current market. The market is saturated and you are looking to diversify. Identify another product and give it the same brand name If the new product is in the same product line – Line Extension If the new product is from a completely different product line – Brand Extension

ONTARGET Co brands Creating new brands which are part of the parent brand family – expressed as suffixes of the parent brand. e.g Apple I-Pod, I-Pod Mini, I-Pod Shuffle and now the I- Pod Nano

ONTARGET Umbrella Brands When you have many sub-brands, each linked to a common brand, then the common brand is known as the umbrella brand E.g. Ford Taurus, Ford Explorer, Ford Focus, Ford Ranger, Ford Five Hundred, Ford Freestyle, Ford Expedition, Ford Thunderbird, etc.


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