23603173 brand portfolio

7/30/2019 23603173 Brand Portfolio

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Pai, Visiting Faculty, NMIMS University

Brand Product Matrix

1 2 3 ..n

A

B

C

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Products

Brands Brand ProductRelationship (brand line)

Product Brand Relationship

(product line)


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Brand Portfolio

Brand Line Products within a brand (original +extensions)

Brand portfolio is a set of all brand lines targeted at various segments

Product line

Set of products with similar function

Product across brands or brand extensions

Branding strategy

Number of common and distinct brand elements to be used Breadth ( in terms of brand product relationship and brand extension

strategy)

Depth (in terms of product-brand relationship and brand-portfolio)


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Category FactorsThreat of new entrants

Bargaining power of buyers

Bargaining power of sellersCurrent Category Rivalry

Pressures from substitutes

Category Capacity

Environmental

FactorsTechnological

PoliticalEconomic

Regulatory

Social

Aggregate Market Factors

Market SizeMarket Growth

Stage in PLC

Sales cyclicity

Seasonality

Profits

Brand Portfolio

Breadth of a

Product Mix


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Depth of a brand

Different brands in the same product class

To pursue Multiple Market Segments

To increase shelf presence and retailer dependence

Variety to customers

Internal Competition

Economies of scale in advertising, sales,

merchandising and distribution


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Other Special Roles of brand in a portfolio

Tap into untapped segment

Serve as flanker and protect flagship brand

Serve as cashcow and be milked for profits

Low end entry level product customer acquisition

High end prestige product


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Brand Hierarchy

Summarizing brand strategy by usage and sharing of brand elementsacross brands ( MTV, VH1, Nick)

Kapferers Branding System Product Brand (Ariel, tide and Dash by P and G)

Line brand.. Across different products (Chevrolet: GM)

Range Brand (maggi food range) Umbrella brand.. Across products and services (canon, HP)

Source brand (Garnier.. With fruit extracts) direct named

Endorsing brand

Other Way of classifying

Corporate brand (GM) Family Brand (Chevrolet)

Individual Brand (optra)

Modifier (GLX)


7/11Pai, Visiting Faculty, NMIMS University

Brand Extensions

Ansoffs Growth Share matrix

Market Penetration ProductDevelopment

MarketDevelopment

Diversification

Current Products New Products

CurrentMarkets

NewMarkets



New product branding choices

Develop a new brand, individually chosen for the product Apply, in some way, an existing brand

Combination of the above

Brand Extension ( 2 and 3 above) Line extension (same product category as the parent brand)

Category extension (new product category vs. the current parent brand)



Types of extensions - Ed Tauber

Same product new form

Products with same taste, ingredient or component

Companion products (eveready flashlight and cells)

Products relevant to the customer franchise of the brand

Capitalize on firms expertise dupont, canon, Honda lawn mowers

Brands distinctive benefits

Distinct imagery of the brand Ferrari accessories



Advantages of extensions

Advantages

Facilitate new product acceptance

Improve brand image

Reduce risk perceived by customers

Increase the probability of gaining distribution and trial

Reduce costs of introduction and followup marketing

Avoid cost of developing a new brand

Packaging and labelling efficiency

Permit consumer variety seeking

Feedback benefits to parent brand and company

Clarify brand meaning

Enhance the parent brand New customers into the brand franchise

Revitalize the brand



Disadvantages of Brand Extension

Can confuse or frustrate customers

Retailer resistance

Failure and hurt to parent Brand Image

Success and hurt to parent brand image

Cannibalization of parent brand

Diminish identity with any one category

Dilute brand meaning

Can cause the company to forego a further chance to develop a

new brand

23603173 brand portfolio

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