branding advanced

7/25/2019 Branding Advanced

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Lesson # 8

BRAND STRATEGIES

Subject:

BRAND BUILDING

Faculty Name:Vs!al Desa

De"$asa% Goen&a 'ana(ement )olle(e o* 'e%a Stu%es +%(mcms,o$(

Batc!+B'' class o* ./01-

2ea$ +T2-

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+TYPES OF BRANDING

STRATEGY:Product Branding/Multi-Brand trat!g":

In mult4b$an%n( st$ate(y t!e b$an% s:

• 5$omote% e6clus"ely so t!at t ac7u$es ts on %entty

an% ma(e an% stan% on ts on

• Alloe% to ac7u$e %9e$entaton an% e6clus"ty

• Ta$(ete% accu$ately to a %stnct ta$(et ma$&et o$

custome$s because ts ostonn( can be $ecse an%unamb(uous



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5G

A$el T%e Vc&s5antene ;ea% S!oul%e$

)amay <!se$ =l% Sce

Dete$(ent Dete$(ent S!amooS!amoo Soa Santa$yNa&n

Balm A*te$ S!a"e

;(!4Tec!Dete$(ent

<!tenessno ot!e$can %el"e$

;ealt!ys!ny !a$

Dan%$u9s!amoot! mc$o

>5T=

)$eamsoa

;y(enc$otecton

)lea$bloc&e%nose

S(n o* manlness

B R A N

D

' A R ? E T

5 = S I T

I = N



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+ As s e"%ent *$om t!e @(u$e 5G !as been *olloe$ o*

t!e mult4b$an% st$ate(y

A me(a comany l&e ;UL also !as been an a%!e$ent o*mult b$an%n(

For !#a$%l!:

•

&'() Soa% cat!gor"

• In t!r$ o* %oitioning

• (u# ,!aut" oa% o* l$tar

• (i*!,uo" oa% t.at g.t againt g!r$ and %ro$ot! .!alt.

• R!#ona a g!ntl! oa% it. natural oil to .a0! a good !1!cton 2in

• (iril *r!.n! oa%

•

Sa$! a%%li! to &'() d!t!rg!nt and .a$%oocat!gori!



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0-It c$eates multle b$an% enttes !c! s un7uely

ostone% an% %$ecte% at a a$tcula$ se(ment

For !#a$%l!

• &'() d!t!rg!nt ,rand Sur* E#c!l3 Rin and4.!!l o1!r all %oi,l! %ric! %oint3 ,!n!t and

utiliti! lin2!d to di1!r!nt u,-$ar2!t

.-A ne $o%uct s not l&ely to sen% ne(at"e *ee%bac&an% assocate t!e b$an% t! t!e bu$%en o* *alu$e

B!n!t o* Product ,randing:



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+-A comany *ollon( mult4b$an%n( s bette$

ostone% to "entu$e nto un$elate% $o%uct cate(o$es

-=btann(C ($eate$ s!el*4sace an% lea"n( lttle *o$cometto$3s $o%ucts

1-Satu$atn( a ma$&et by @lln( all $ce an% 7ualty (as

-)ate$n( to b$an% stc!e$s use$s !o l&e toe6e$ment t! %9e$ent b$an%s

-?een( t!e @$m3s mana(e$s on t!e$ toes by(ene$atn( nte$nal cometton

8- =$(anaton !o use a mult4b$an% st$ate(y ac7u$e($eate$ ma$&et s!a$e t!an t!ey coul% t! *ee$b$an%s



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0-)$eatn( n%"%ual b$an%s s a costly e6e$cse

.-T!e ne b$an%s %o not e6lot st$en(t! o* a comanyo$ ts e6stn( b$an%s

Dra,ac2 o* Product ,randing:



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+ Lne n t!e conte6t o* $o%uct m6 $e*e$s to "a$ous

$o%uct lnes t!at a @$m may !a"e n ts total o$t*olo

For !#a$%l!:

• P.ili% lin! !#t!nion .a T563 0id!o and audio3%!ronal car!3 co$$unication and .ou!.old

a%%lianc!

T!e b$an% aeals to %stnct ma$&et se(ments !oa$ecate an% l&e t!e b$an%

No t!e custome$s %o not ten% to be conten%e% t!one $o%uct !c! t!e b$an% o9e$s

Lne e6tenson s (ene$ally *olloe% *o$ comlmenta$y$o%ucts,

(in! Branding:



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+ )onsume$s ant comlmenta$y $o%ucts !c! (o

!an% n !an% t! t!e b$an% concet o$ alcaton,

For !#a$%l!:

• ()Or!al u!r ant t.! ,rand to o1!r allcont!$%orar" %roduct .ic. !n.anc! ,!aut" ,od" lotion3 d!!% %or! cl!aning lotion3 li%tic23

nail !na$!l3 !"! lin!r3!tc T!e $o%ucts n t!e lne %$a t!e$ %entty *$om t!e

man b$an%

'a$&etn( $o%ucts as a lne un%e$ a common b$an%

m$o"es t!e b$an%3s ma$&etn( oe$ $at!e$ t!anselln( t!em as n%"%ual b$an%s



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L3 =$eal

L3 =$eal G$ou

Lstc&Nal

Enamel

5o%e$)omact

Eyelne$ Foun%aton

5$o%ucts s!a$e commonconcetC comlement

eac! ot!e$



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Lne b$an%n( $est$cts t!e b$an%3s e6anson nto

nea$by te$$to$es o* comlementa$y $o%uctsC !c!comlement o$ suo$t t!e man $o%uct3s usa(e

All t!e $o%ucts s!a$e a common $omse !c! stems*$om t!e @$m3s o$ $an(e b$an%3s a$ea o* cometence

T!e $o%uct a$e te% to(et!e$ by a sn(le b$an%concet

For !#a$%l!:

•

N!tl! u! it Maggi ,rand *or it rang! o* *at*ood Maggi noodl!3 auc!3 ou%3 %ata3!tc

Rang! Branding / Mi#!d Branding:



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;malaya D$u( )o,

Ayu$"e%c )oncets

;ealt! )a$e Bo%y )a$e ;a$ )a$e

S&n )a$e

A$ea o*)ometence=$ e6e$tse

Ayu$ Slm )asulesDaly !ealt!)asulesD(est"e )asules)ou(! Sy$u

Antsetc )$eam5an Balm'uscle an% ontRub

)leanse$Ant4 Dan%$u9)leanse$;a$ )on%tone$;a$ Vtalse$

LotonsC Face <as!C)$eams



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0-It !els n t!e *o$maton o* b$an% e7uty

.-T!e b$an% can easly emb$ace ot!e$ ne $o%ucts!c! a$e consstent t! t!e b$an%C $e%ucn( t!e costo* nt$o%ucn( ne b$an% n t!e ma$&et

B!n!t o* Rang! Brand Strat!g" / Mi#!dBranding:



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0-T!e b$an% can become ea& %ue to o"e$st$etc!n( *t!e b$an% ten%s to !an( la$(e numbe$ o* $o%ucts on t

(i$itation o* Rang! Brand Strat!g" /Mi#!d Branding:



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Umb$ella b$an%n( !as been a$tcula$ly *a"o$e% by t!ecomanes o* t!e East

For !#a$%l!:

• 7or!an giant (G u! it na$! on t.! %roductli2! $icroa0!3 r!*rig!rator3 co$%ut!r3t!l!0iion3 air condition!r

• P.ili%3 GE and 8anon alo *ollo u$,r!lla

,randing• Indian ,uin! .ou! TATA and Ba9a9

'$,r!lla Branding Strat!g":



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5;ILI5S

Tele"son

L(!tn(

'onto$s

S!a"e$

5!ones

I$ons

'6e$s

;4@ 'uscsystem

'e%cale7ument



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0-Umb$ella b$an%n( s an economcal st$ate(y asn"estn( n a sn(le b$an% s less costly t!an t$yn( tobul% a numbe$ o* b$an%s

.-Usn( an umb$ella b$an% to ente$ nto ne ma$&ets

allos cons%e$able sa"n(

For !#a$%l!:

• TATA $a2ing a *ora" into t.! auto$o,il! car$ar2!t

-Umb$ella b$an%n( may e"en ma&e sense n t!ecu$$ent ma$&etn( en"$onment c!a$acte$e% byn*o$maton o"e$loa% an% b$an% $ol*e$aton

B!n!t o* '$,r!lla Branding / Multi Product Branding Strat!g":



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0- It s not a consume$ consstent st$ate(y

.-<t! tmeC ma$&et *$a(ments an% (ets %"%e% ntosmalle$ sub4se(ments

- Eac! se(ment $esents ts on un7ue st$uctu$e o*nee%s an% buye$ $e*e$ences

- A secalst b$an% may be nee%e% *o$ $ecseta$(etn( o* a a$tcula$ se(ment

Dra,ac2 o* '$,r!lla Branding / Multi Product Branding Strat!g":



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+-A *alu$e n one $o%uct cate(o$y may nuence ot!e$

$o%uctsJb$an%s because o* s!a$e% %entty

For !#a$%l!:

• I* Sa$ung r!*rig!rator ar! dico0!r!d to ,!*ault"3 t.! $!ag! a,out it d!*!ct ould tra0!lto ot.!r uart!r3 i$%acting t.! ,rand)

%!r*or$anc! in cat!gori! li2! air condition!r3T6 and $onitor5

-Umb$ella b$an%n( s %Kcult to st$etc! "e$tcally

For !#a$%l!:• Maruti Su;u2i) att!$%t to go to t.! u%%!r

!g$!nt it. it <Bal!no) rang! did not "i!ldgood r!ult



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Sou$ce b$an% st$ate(y combnes t!e @$m3s name t!

t!e $o%uct b$an% name

It s !yb$% o* umb$ella b$an% an% $o%uct b$an%st$ate(y

T!e $o%uct s ("en a b$an% name an% t s combne%

t! t!e name o* t!e @$m

For !#a$%l!:

• Pular na$! o* t.! ,i2!

Ba9a9 t.! co$%an" na$! ,!.ind it

Bot. t.! na$! !n9o" !ual i$%ortanc! and ar!gi0!n !ual tatu in t.! ,rand) co$$unication

Sourc! / Dou,l! ,randing:



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'a$ut Suu&

'a$utAlto

'a$ut>en

'a$ut<a(on4R

'a$ut)ele$o

'a$utE$t(a

'a$ut Rt

'a$utStn($ay



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0-T!e @$m3s name b$n(s ts e7uty to t!e $o%uct

For !#a$%l!:

• 4.!n Ba9a9 na$! i add!d to a n! ,rand3i$$!diat!l" Ba9a9) r!%!rtoir! o* aociation

ar! tran*!rr!d onto t.! %roduct

.-T!e secon% name $o"%es an oo$tunty to a%%somet!n( un7ue to t!e b$an%s by customaton o$e$sonalaton

B!n!t o* Sourc! Branding:



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0-T!e comany ma(e becomes t!e lmtn( *acto$ n t!sb$an%n( a$oac!

.- <!en t!e $o%uct cate(o$es a$e %9e$entC %oubleb$an%n( may not be t!e co$$ect st$ate(y

Dra,ac2 o* Sourc! Branding:



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En%o$sement b$an% st$ate(y s mo%@e% "e$son o*

%ouble b$an%n(

It ma&es t!e $o%uct b$an% name mo$e s(n@cant an%t!e co$o$ate b$an% name s $ele(ate% to a lesse$status

T!e umb$ella b$an% s ma%e to lay an n%$ect $ole o*assn( on ce$tan common (ene$c assocatons

It s only mentone% as an en%o$sement to t!e $o%uctb$an%

By a la$(eC t!e b$an% see&s to stan% on ts on

Unl&e t!e $o%uct b$an%C en%o$sement b$an% %sclosest!e %entty o* t!e ma&e$C ma&n( t a small a$t o* t!eb$an%

Endor!$!nt Branding:



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+ T!e b$an% (ets t!e an en%o$sement t!at t belon(s to

sec@e% comany

For !#a$%l!:

• 7it 7at gi0! a ignal t.at it i a N!tl=)%roduct

• 8int.ol) co$$unication tr!! t.at it i aGodr!9 %roduct

• Dair" Mil2 i 8ad,ur") ,rand



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)a%bu$y3s

)a%bu$y3sEcla$s )a%bu$y3sBou$n"ta

)a%bu$y3s5e$&

)a%bu$y3sDa$y

)a%bu$y3sF"e sta$

)a%bu$y3sS!ots

)a%bu$y3s)$ac&le



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+ En%o$sement b$an%n( st$ate(y allos t!e b$an% t!e

*$ee%om to ta&e an n%een%ent %$ecton

Unl&e t!e sou$ce b$an% st$ate(yC n en%o$sementst$ate(y t!e @$m3s name sts bac& as an assu$ance o*7ualty

T!usC en%o$sement b$an%n( st$&es a %elcate balancebeteen umb$ella an% $o%uct b$an%n(

T!e ma$&ete$s can subtly t$ans*e$ t!e co$o$ateb$an%3s e7uty an% at t!e same tme enjoy t!e *$ee%omto t!e "entu$e beyon% mme%ate $o%uct boun%a$es

T!e$e*o$eC !le en%o$sn( a $o%uct b$an%C ca$e mustbe e6e$cse% n @n%n( consstency

=t!e$se t!e en%o$sement may just be e$ce"e% as!ollo



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+ For !#a$%l!:

• N!tl! ,urnt it ng!r .!n it launc.!d Mit.ai

Magic

T.! %roduct *ail!d a it did not go don !llit. t.! N!tl! !ndor!$!nt



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5$o%ucts ma$&ete% by $etale$s an% ot!e$ membe$s o*t!e %st$buton c!an

5$"ate labels can be calle% sto$e b$an%s !en t!eyactually a%ot t!e name o* t!e sto$e tsel* n some ay

For !#a$%l!:

• Sto% ,rand o* clot.! ," S.o%%!r) Sto%

Pri0at! (a,!l / Stor! ,randing:



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+ 5$"ate label b$an%s tycally cost less to ma&e an% sell

t!an t!e natonal o$ manu*actu$e$ b$an% t! !c!t!ey !a"e to comete

T!usC t!e bene@t to t!e consume$s o* buyn( $"atelabel an% sto$e b$an%s s o*ten cost sa"n(

<!e$easC t!e bene@t to $etale$s selln( $"ate labelan% sto$e b$an%s s t!e$ ($oss ma$(n !c! s$elat"ely !(!e$ as coma$e% to natonal b$an%s



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8r!ating %o!r ,rand

St$on( lo(o %es(n o9e$n( t!at sync!$ones t! t!econsume$3s lo(c an% emotonsC $o"%n( e9ect"e%9e$entaton

8r!ating "n!rg"

<ell4%e"eloe% b$an% a$c!tectu$e $o"%es t!esyne$(y o* lo(o %es(nC $en*o$cn( assocatonsC !c!n tu$n $esults n cost eKcences

For !#a$%l!:• Gill!tt! u! t.! co$$on t.r!ad o* %ro0iding

?t.! ,!t a a $an can g!t@ in t!r$ o* ualit"and %!!d acro all %roduct cat!gori!

Brand Arc.it!ctur! O,9!cti0!:



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+ Pro0iding clarit" in %roduct o1!ring

T!s s necessa$y to ensu$e a clea$4cut %entty amon(

consume$s

(!0!raging Brand Euit"

'a&e t!e lo(o %es(n o$& !a$%e$ by nc$easn( t!emact

=ne ay s t!$ou(! b$an% e6tenson

A majo$ *uncton o* b$an% a$c!tectu$e s to $o"%e ast$on( *$ameo$& to %eal t! b$an% e6tenson

oo$tuntes Planning *utur! grot.

B$an% a$c!tectu$e s!oul% lan *o$ t!e b$an%3s *utu$e

It must be t!e *oun%aton *o$ ma&n( st$ate(ca%"ances n t!e ma$&et lace



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+ T.! Monolit.ic Structur!

T!s s emloye% !en a @$m uses ts co$o$ate b$an%

name on all $o%ucts o$ se$"ces

For !#a$%l!:

• Tata3 P.ili%3 Sa$ung3 6id!ocon3 To.i,a

T.! Fi#!d Endor!d Structur!

In t!s t!e co$o$ate b$an% $emans all oe$*ul butt!e $o%uct s also ("en a name

It s a sl(!t e6tenson o* t!e monolt!c st$uctu$e



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+ By ("n( t!e $o%uct a sub4b$an%C some

%9e$entaton s ac!e"e%

For !#a$%l!:

• Fiat - 'no3 Fiat - Si!na3 Fiat - Tr!nd3 Fiat - Palio

• Maruti Su;u2i - Et!!$3 Maruti Su;u2i - !n3Maruti Su;u2i - 4agon R

T.! Fl!#i,l! Endor!d Structur!

In t!s *o$mat t!e co$o$ate b$an% $emans "sble butt ta&es t!e bac& seat

T!e $o%uct b$an% s ("en t!e *$ont seat

T!e sub4b$an% s !e$o to t!e custome$s



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+ It ac!e"es ($eate$ autonomy an% %entty

For !#a$%l!:

• Godr!9 !ndor! all it %roduct ,rand .ic. ar!$ot 0ii,l! and do$inant 8int.ol3 Ganga3 Fairglo3 No5

• &a$dard Roo. A*;a3 Pac.nol3 Sualin

T.! Dicr!!t A%%roac.

;e$e t!e $o%uct becomes a stan%alone b$an%

It s ("en ts on %ue %entty an% status

T!e co$o$ate name %oes not bac& t u

For !#a$%l!:

• PCG !$%lo" t.i trat!g" Pa$%!r3 4.i%!r3Pant!n!



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+BRAND RO(ES IN T&EBRAND PORTFO(IO: In a b$an% o$t*oloC eac! b$an% s!oul% be un7ue an%

s!oul% $esult n ma6mn( t!e e7uty o* all t!e ot!e$b$an%s n t!e o$t*olo an%Jo$ s!oul% not !a$m t!ee7uty o* t!e ot!e$ b$an%s

Eac! b$an% !as to be un7ue an% s!oul% cate$ to%9e$ent se(ment n t!e ma$&et

T!e$e*o$eC !le %e"sn( a b$an% o$t*oloC ma$&ete$snee% to be ca$e*ul an% come out t! b$an%s t!atma6me t!e co"e$a(e o* t!e ma$&et an% mnme t!eo"e$la beteen b$an%sC so t!at t!$eat o*cannbalaton s mnme%



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+ An o$(anaton can launc! ne b$an%s et!e$ to sats*y

a a$tcula$ nee% o* t!e ta$(et ma$&et o$ to o9setcometton

T!s $esult n b$an%s layn( a sec@c $ole n t!eo$t*olo o* b$an%s o* an o$(anaton

B$an%s can lay t!e *ollon( $oles:4

0- Flan&e$s.- )as! cos

- Lo4en% ent$y

- ;(!4en% $est(e

1- St$ate(c B$an%s

- Sl"e$ Bulltets

- Lnc!n B$an%

8- Sub4b$an%s



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A an&e$ b$an% s a ne b$an% nt$o%uce% nto t!ema$&et by a comany t!at al$ea%y !as establs!e%b$an% n t!e same $o%uct cate(o$y

T!e ne b$an% s %es(ne% to comete n t!e cate(o$y

t!out %ama(n( t!e e6stn( tem3s ma$&et s!a$e

T!s st$ate(y s also calle% @(!te$ b$an%n( o$ mult4b$an%n( E(:4 N$ma "Js <!eelC 'c$oma6 "Js ot!e$moble b$an%s

Flan2!r:



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It allos a comany to att$act ne custome$s *$om

"a$ous ma$&et se(ments

T!e man b$an% o* a comany3s o$t*olo s!oul% ta$(ett!e ma$&et se(ment contann( t!e most custome$s

Anot!e$ b$an% can t!en be ostone% to con"e$t use$s*$om ot!e$ ma$&et se(ments by usn( %9e$ent set o*bene@ts o$ $o%uct c!a$acte$stcs

For !#a$%l!:

•

PCG Tid! i an !#tr!$!l" ucc!*ul laundr"d!t!rg!nt

In ord!r to a%%!al to conu$!r .o d!ir!d alo!r - cot d!t!rg!nt 3 PCG introduc!d 8.!!r

I$%ortanc! o* an2!r ,randing



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Gan mo$e s!el* sace *o$ t!e comanyC !c!

nc$eases $etale$ %een%ence on t!e comany3sb$an%s

)atu$e b$an% stc!e$sM by o9e$n( se"e$al b$an%s

5$otect t!e comany4 ("n( a $o%uct ts on un7uename means t ll not be $ea%ly assocate% t! t!ee6stn( b$an%, T!s $e%uces $s& o* %ama(e to t!ee6stn( b$an% an%Jo$ comany * t!e $o%uct *als

)omanes t! a !(!47ualty e6stn( $o%uct can

nt$o%uce loe$47ualty b$an%s t!out %lutn( t!e$!(!e$47ualty b$an% names

Ad0antag!:



In%a3s $eme$ '4

sc!ool

+

Some b$an%s may be &et a$oun% %este %n%ln(sale because t!ey stll mana(e to !ol% on to a suKcentnumbe$ o* custome$s an% mantan t!e$ $o@tabltyt! "$tually no ma$&etn( suo$t

For !#a$%l!:

• 8olgat! .a co$! out it. 8olgat! G!l3 it till!ll t.! 8olgat! 4.it! toot.%at!

B$an%s t! s(n@cant custome$ bases t!at $e7u$eless attenton t!an ot!e$ b$an%s

T!e $ole o* cas! co b$an% s to (ene$ate $esou$cest!at can be n"este% n ot!e$ b$an% *o$ *utu$e ($ot!

8a. 8o:



In%a3s $eme$ '4

sc!ool

+

'any b$an%s nt$o%uce b$an% "a$ants n a ce$tan

cate(o$y t!at "a$y n $ce an% 7ualty

T!ese b$an%s le"e$a(e assocatons *$om ot!e$ b$an%s!le %stn(us!n( t!emsel"es on t!e bass o* t!e$$ce an% 7ualty

T!e $ole o* a $elat"ely lo4$ce% b$an% n t!e b$an%o$t*olo o*ten may be to att$act mo$e custome$s to t!eb$an% *$anc!se

For !#a$%l!:

• 6ol2ag!n introduc!d Polo it. an id!a o*,ringing n! cuto$!r into it ,rand *ranc.i!it. t.! .o%! o* lat!r $o0ing t.!$ u% to .ig.!r%ric!d $od!l o* auto$o,il!

(o!r-!nd !ntr" and .ig.-!nd %r!tig!,rand:



In%a3s $eme$ '4

sc!ool

8a. 8o:Flan2!r:

(o-!nd !ntr": &ig.-End Pr!tig!

Fo$ e6amle:

<!eel Rn +Unle"e$-C

)ol(ateC Sn(e$ sen('ac!ne an%Sunl(!t soa o* Unle"e$

Luce$a b$an% o* jeel$y *$omGtanjal G$ouC <!eel *o$

Unle"e$C Tata Nano

Na&s!at$a an% D3Damas jeel$y *$om Gtanjal ($ouC

Su$* E6cel *$om Unle"e$C)a%bu$y3s Da$y 'l& Sl&

Fo$ e6amle:

Fo$ e6amle: Fo$ e6amle:




+

)an be a cu$$ently %omnant b$an% also calle%

me(ab$an%C !c! can mantan o$ ($o ts ostonC o$a small b$an% t!at s $ojecte% to become a majo$ one

T!usC a st$ate(c b$an% $e$esents a meann(*ul le"elo* $o@t an% sales n t!e *utu$e

Eg: P!%i or T.u$, '%

Strat!gic ,rand:




+ Linchpin brand

• As t!e name su((estC s t!e to b$an% o$ t!e &ey laye$

• It $o"%es a sou$ce o* %9e$entaton an% n%$ectlynuences custome$ loyalty

For !#a$%l!:

• Dair" Mil2 i a linc.%in ,rand *or 8ad,ur"




+

A sl"e$ bullet s a sub4b$an% o$ b$an%e% bene@t t!at s

emloye% as a "e!cle *o$ c!an(n(C o$ suo$tn( t!eb$an% ma(e o* a a$ent b$an%

Because a sl"e$ bullet !as a $ole t!at e6ten%s beyon%suo$tn( ts on busnessC t %ese$"es e6t$a

$esou$ces allocaton n t!e *o$m o* a%"e$tsn( J o$$o%uct %e"eloment

For !#a$%l!:

• Son" 4al2-Man u%%ort inno0ati0!

$iniaturi;ation id!ntit" t.at i c!ntral to Son"

• 6oda*on! Tu!da"3 Airt!l &!llo Tun!5McDonald) &a%%" M!al

Sil0!r Bull!t:




+ Brand!d B!n!t A Sil0!r Bull!t:

• A b$an%e% bene@t can also lay a sl"e$ bullet $ole by

suo$tn( t!e ma(e o* t!e b$an% to !c! t sattac!e%

• T!us t can %o mo$e t!an !el communcate a*unctonal bene@t




+

Sub b$an%s a$e b$an%s t!at a$e connecte% to t!e a$entb$an% an% sulement o$ mo%*y t!e a$ent b$an%3sassocaton

T!e a$ent b$an% $o"%es t!e $ma$y *$ame o*$e*e$ence3 an% t!e sub4b$an% $o"%es t!e att$bute

assocaton

For !#a$%l!:

• Titan Raga3 Tata Sonata3Titan N!,ula3!tc

Su, Brand:

+




+ Sub4b$an%s a$e *u$t!e$ ($a%e% nto t!e *ollon(

Su,-,rand a co-dri0!r

• <!e$e t!e en%o$se$ b$an% an% t!e sub4b$an% bot! laya majo$ $ole

For !#a$%l!

•

N!tl! 7it 7at ,ot. N!tl! C 7it 7at .a0!trong ,rand !uit"

Mat!r ,rand a dri0!

• ;e$eC t!e a$ent o$ 'aste$b$an% $ma$ly %$"e t!e

success o* sub4b$an%

For !#a$%l!:

• &P D!2!t %rint!r .!r! %ri$ar" dri0!r *or t.! u,-,rand3 i t.! %ar!nt ,rand na$! &P

+




+BRAND (I8ENSING: Lcensn( n"ol"es cont$actual a($eement !e$eby

@$ms can use t!e nameC lo(oC c!a$acte$C an% so *o$t! o*ot!e$ b$an%s to ma$&et t!e$ on b$an%s *o$ some @6e%*ees

EssentallyC a @$m s $entn(M anot!e$ b$an% tocont$bute to t!e b$an% e7uty o* ts on $o%ucts

Ente$tanment lcensn( !as been a b( busness n t!e$ecent yea$s

Success*ul lcenso$s nclu%e mo"e ttleC lo(oC comc

st$ c!a$acte$C tele"son an% ca$toon c!a$acte$s

For !#a$%l!:

RaOn!3 7ri.3 To$ C !rr"3 8.otta B.!!$3

Angr" Bird

+




+

<o$l%%e s estmate% at O08bllon but n In%a t s

stll at nascent sta(e

T!e eme$(ence o* o$(ane% $etal n In%a !as set t!eace *o$ ne collabo$atons beteen Lcenso$s an%In%an busness !ouses

Lcensn( o* b$an%sC %es(nsC c!a$acte$s an% celeb$tess no becomn( oula$ n In%a P use% as jeelle$yCaa$elC l*estyle accesso$esC toyC (*tsC (ames etc

M!rc.andi! (ic!ning indutr"

+




+

Allo ent$y nto ne cate(o$es an% busnesses n!c! t!e comany may not !a"e co$e cometency

5$o"%es b$oa%e$ $etal $esence

Gene$ates neC on(on( $e"enue st$eams at mnmal

nc$ement cost

5$otects t!e t$a%ema$& t!$ou(! $e(st$atons an% actualuse

B!n!t o* (ic!ning For Brand On!r:

+




+

Ease o* ent$y nto ne $o%uct cate(o$es o$ $ce$an(e

Alte$nat"e to s(n@cant n"estments n b$an% bul%n(

Bette$ ba$(ann( oe$ t! $etale$s

Bul% comett"e a%"anta(e

B!n!t o* (ic!ning For Brand (ic!n!!:

+




+

=ne %an(e$ n lcensn( s t!at manu*actu$e$s can (et

cau(!t u n lcensn( a b$an% t!at m(!t be oula$ att!e moment but s $eally only a *a% an% $o%uces s!o$tl"e% sales

Diad0antag!

+




+

=ne o* t!e *astest ($on( se(ments o* t!e lcensn(

n%ust$y

Is t!e lcensn( o* comany nameC lo(oC o$ b$an% *o$use on "a$ousC o*ten un$elate% $o%ucts

In lcensn( t!e$ co$o$ate t$a%ema$&C @$m may !a"e%9e$ent mot"atonC nclu%n( (ene$atn( e6t$a$e"enue an% e6osu$eC o$ en!ancn( t!e$ b$an% ma(e

;oe"e$C t!e $s& s t!at t!e $o%uct ll not l"e u tot!e $eutaton establs!e% by t!e b$an%

Ina$o$ate lcensn( can otentally %lute b$an%meann( t! consume$s an% ma$&etn( *ocus t!nt!e o$(anaton

Eg: Maruti Su;u2i3&!ro &onda3Par2!r P!n ,"(u#or

8or%orat! trad!$ar2 lic!ning:

+8&OOSING A BRAND




+8&OOSING A BRANDSTRATEGY: T!e s6 st$ate(es %scusse% abo"e can be labele% as

(ene$c st$ate(es o* b$an%n(

Eac! one s %$"en by ts on nte$nal st$uctu$e an%lo(c

T!e bene@ts an% const$an o acco$%n(ly

=ne cannot ma&e a blan&et ju%(ment about anyst$ate(y ben( t!e best

Eac! st$ate(y comes t! ts on $os an% cons

T!e$e*o$eC t!e b$an%n( st$ate(y %ecson cannot beautomatc

It must be $ece%e% by a systematc analyss o* a

b$an%3s st$ate(c c!allen(es an% a @$m3s st$en(t!s an%

+




+ F$ms can a%ot multle b$an%n( st$ate(es

%een%n( uon t!e$ $e7u$ements

For !#a$%l!:• N!tl! ado%t3 ," and larg! 3 an !ndor!$!nt

,rand trat!g" *or all it %roduct

• 4it.in t.! !ndor!$!nt *ra$!or23 Maggi ta2!

a an u$,r!lla ,rand rol! *or it rang! o*%roduct

It s !a$% to (ene$ale as to !c! b$an% st$ate(y sa$o$ate

But t!e c!oce o* t!e st$ate(y nee%s to be use% on at!o$ou(! un%e$stan%n( o* !at eac! o* t!e b$an%n(st$ate(y stan%s *o$ an% !at a$e ts ntentons

+




+

Mar2!t Si;!

• <!en ma$&et se s smalle$ an% s not ($on(Cac!e"n( c$tcal mass s %Kcult

• In suc! stuatons a b$an%n( st$ate(y !c! ta&esassstance *$om an establs!e% name may be mo$e

%es$able

8o$%!tition

• Imles !o @e$cely t!e ma$&et s conteste%

• B$an%s nee% to s!*t *$om (ene$alty to secalty

• Sec@c custome$ bene@ts o$ e$sonalty *ocus nee%sto be ac!e"e%

Factor *or S!l!cting Branding Strat!g":

+




+• Acco$%n(lyC b$an%n( st$ate(es !c! a$e tlte% n

*a"o$ o* n%"%ual b$an%3s %entty c$eaton may bemo$e a$o$ate

H R!ourc!

• 5$o%uct b$an%n( s %e@ntely not an oton *o$ a$esou$ce sta$"e% @$m

• 5$o%uct b$an%n( @$ms l&e 5GC ;ULC etc !a"e %eeoc&ets

• T!ey !a"e $esou$ces to c$eate an% suo$t $o%uctb$an%s

• <!le t!e @$ms n Easte$n s%e o* t!e (lobe !ea"lyban&e% uon umb$ella b$an%n(, T!ese @$msC nstea%c$eate% a common e7uty ool to be use% an% e6lote%by $o%ucts n t!e$ o$t*olo

+




+ Product N!n!:

• To%ay3s ma$&et en"$onment s c!a$acte$e% by b$an%

$ol*e$aton• <!en a ma$&ete$ ants to a%% a ne $o%uct !c! s

c!a$acte$e% by ts on un7ueness n te$ms o*bene@ts o$ att$butesC usn( common b$an% name s not%es$able

• T!e a$o$ate b$an%n( st$ate(y un%e$ t!esec$cumstances s not to *ollo umb$ella b$an%n(C but tomo toa$%s $o%uct b$an%n( !c! concent$ates on%9e$entatons

• B$an%s can e"o&e a m%4$oute by combnn( comanyname t! $o%uct name to a"o% con*uson an%establs! cla$ty o* ma(e

+




+J T!c.nolog" / Inno0ation:

• 5$o%uct nno"aton sometmes embo%y ne tec!nolo(y

• Inno"aton b$n(s unce$tantyC bot! *o$ t!e @$m an% t!ecustome$s

• F$ms ma$&etn( nno"aton !a"e to atten% to to tas&s:

0-To nsulate b$an% e7uty n case t!e nno"aton *als

.-To communcate ts nno"at"eness

E(: ?ent R= <ate$ 5u$@e$,

?ent =one Ve( F$ut 5u$@e$

+




+KNatur! o* t.! %roduct:

• A b$an% name coul% be base% on *unctonal o$ att$bute

o* t!e b$an%

• T!e *unctonal b$an%s a$e $(%ly %e@ne% by t!e$*unctons J att$butes, E(: Eee con%tone$ *o$ oolen

clot!es

•

T!s lmts t!e$ ablty to be (lobally e6ten%e% tocate(o$es lace% at a %stance *$om t!e$ co$e

• ;oe"e$C some b$an%s allo ($eate$ scoe *o$umb$ella o$ sou$ce b$an%n( E(: ?n(@s!e$ an% Go%$ej, "Js

Unle"e$ an% 5G

• 5$o%uct cate(o$y also !as to be cons%e$e% *o$b$an%n( st$ate(y E(: Tea cannot be ("en b$an% name l&e

<!eel Tea o$ )nt!ol Tea

+




+L8uto$!r So%.itication:

• In %9e$ent (eo($a!c ma$&etsC custome$so!stcaton t! $esect to $o%uct class may "a$y

• So!stcate% custome$s !o a$ecate %9e$encesamon( t!e $o%uct t!n a class a$e not be %ealt t!umb$ella b$an%n(

•

T!e %9e$entaton must be accounte% *o$ by t!eb$an%n( st$ate(y

• G$eate$ custome$ so!stcaton ma&es umb$ellab$an%n( an na$o$ate oton

• T!e b$an%n( st$ate(y must *ocus on cate(o$y%9e$entaton as t e6sts n custome$3s mn%

+BRAND &IERAR8&Y




+BRAND &IERAR8&Y:

“A brand hierarchy is a means of summarizing

the brand strategy by displaying the number andnature of common distinctive brand elementsacross the rm’s product’s, revealing the explicitordering of brand element”




)omany b$an%

Famly B$an%

In%"%ual B$an%

'o%@e$

T!e co$o$ate o$ t!e a$entb$an% o* t!e o$(anaton+Gene$al 'oto$s-

A o$t*olo o* $o%ucts un%e$one b$an%C (ene$ally t!n one $o%uct cate(o$y + )!e"$olet-

A sec@c $o%uct n t!at lne oa sub4b$an% +Beat-

An n%"%ual an% un7ue temo$ a secal class +GLQ-

D9e$ent le"els o* t!e !e$a$c!y o* Gene$al 'oto$s

+




+ ?a*e$e$ B$an%n( system s %e"eloe% by one o* t!e

Eu$oe3s lea%n( b$an%n( e6e$t ean4Noel4?a*e$e$

T!s !e$a$c!y n"ol"es mo"n( *$om to le"el to t!ebottom le"el nt$o%ucn( mo$e b$an%s at eac!succee%n( le"el !c! may be easly $e$esente% as*ollos:

0-)o$o$ate +o$ comany- b$an% +G'-

.-Famly B$an% +)!e"$olet-

-In%"%ual B$an% +=t$a-

-'o%@e$ +GLQ-

T!e !(!est le"el o* !e$a$c!y alays n"ol"es oneb$an% P t!e co$o$ate o$ comany b$an%

+




+ Some b$an%s !(!l(!t t!e$ a$ent comany3s name n

a subtle manne$,

For !#a$%l!:• PCG on 6ic23 4.i%!r3 Ari!l !tc ,ut do! not

u! it cor%orat! na$! in an" o* it lin!,uin!

Some ot!e$ @$ms combne t!e$ co$o$ate b$an% namet! *amly b$an%s o$ n%"%ual b$an%s

For !#a$%l!:

• R!lianc! R!lianc! 8o$$unication3 R!lianc!En!rg" !tc

+




+ FnallyC n some ot!e$ casesC t!e comany3s name s

"$tually n"sble an%C alt!ou(! tec!ncally a$t o* t!e!e$a$c!yC $ece"es "$tually no attenton n t!e

ma$&etn( $o($am

For !#a$%l!:

• Big 8in!$a a di0iion o* R!lianc! M!dia 4or2(td

At t!e ne6t loe$ le"elC a *amly b$an% s %e@ne% asb$an% t!at s use% n mo$e t!an one $o%uct cate(o$ybut t s not necessa$ly t!e name o* t!e comany o$t!e co$o$aton tsel*

For !#a$%l!:

?ssan amsC SaucesC F$ut )$us!esC etc

+




+ An n%"%ual b$an% s %e@ne% as a b$an% t!at !as been

$est$cte% to essentally one $o%uct cate(o$yCalt!ou(!C t may be use% *o$ se"e$al %9e$ent $o%uct

tyes t!n t!e cate(o$y

For !#a$%l!:

• &aldira$) - Na$2!!n3 8.i%3 B.u9ia S!03 !tc

A mo%@e$ s a means to %es(nate a sec@c tem o$mo%el tye o$ a$tcula$ "e$son o$ con@(u$aton o* t!e$o%uct

For !#a$%l!:

• (a") r!gular and ,a2!d c.i%

• A$ul <Pat!uri;!d 'nalt!d)3 <r!gular)3 and<(it!) 0!rion o* ,utt!r

D9e$ent le"el o* t!e !e$a$c!y may $ece"e %9e$entem !ass n %e"elo n a b$an%n st$ate

+BRAND PROD'8T MATRI




+BRAND PROD'8T MATRI:

5$o%uct '6

B$an%s 0 .

A

B

)

D

B$an% 5o$t*oloJ5$o%uct Lne

B$an% Lne

Product Aort$!nt

+




+ Brand (in!:

0 Ro o* t!e mat$6 +o$(nal E6tensons-

Brand Port*olio /Product (in!

0 )olumn o* t!e mat$6 + set o* all b$an%s n a $o%uctcate(o$y-

Product Aort$!nt:

Ent$e 'at$6

B$an%45$o%uct 'at$6




5$o%uct '6

S!amooDete$(ent Soas

5$o%uct B$ea%t!J<%t!

+No, o* $o%uct lnes-

5$o%uct Lne Len(t!No, o* $o%ucts n $o%uct lne

A"e$a(e Det! Total Va$antsJ Total B$an%s

5$o%uct Asso$tment

D t S & i F d B O l S2i

;UL




D!t!rg!nt

Soa% &air8ar!

Food B!0!rag! /Ic!8r!a$

Oral8ar!

S2in8ar!

<!eel L$l )lnc 5lus ?ssan Taj'a!al

Tea

)lose4u 5on%s

Rn B$eee Sunsl& ?no$$ Taaa 5eso%ent

Fa$ Lo"ely

Su$* E6cel Re6ona Do"e Annau$na Lton

)om*o$t Lu6 All )lea$ B$u

Vm 5ea$s T$esemme

?alty <alls

)* 5on%s

Sunl(!t L*ebuoy

Do"e

;amam

+




+ A b$an%4$o%uct mat$6 !els to !(!l(!t t!e $an(e o*

$o%ucts an% b$an%s sol% by a @$m

To c!a$acte$e t!e $o%uct an% b$an%n( st$ate(y o* a@$m one use*ul tool s t!e b$an% P$o%uct mat$6

A ($a!cal $e$esentaton o* all t!e b$an%s an%$o%ucts sol% by t!e @$m

It !els %ent*y Ga A$eas !c! can be ente$e% bylaunc!n( ne b$an%sJ$o%ucts,

+




+)o$o$ate B$an%n(

Aa&e$ %e@nes a co$o$ate b$an% as a b$an% t!at$e$esents an o$(anaton an% $eects ts !e$ta(eC"aluesC cultu$eC eole an% st$ate(y,

+D9 b ) %



+D9e$ence beteen )o$o$ate an%5$o%uct B$an%

S!*t n *ocus *$om $o%uct b$an%n( to co$o$ateb$an%n(

=$(anatonal cultu$e an% !ealt! comes to *o$e

F$om custome$ *ocus to sta&e!ol%e$ *ocus

B$an%n( $esonsblty s!*ts *$om b$an% mana(ementteam to co$o$ate communcatons team

5$o%uct b$an%s l"e n t!e $esent !e$e as co$o$ateb$an%s l"e n t!e astC $esent an% *utu$e

branding advanced

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