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Chapter 22

T Of B d



T Of B d

Ch22 Types of Brands



Regional Brands

A regional brand is unique to a parti region

Some brand remain regional on acc resources,some on account of ery proincial appeal

!ocal adertising media can be use build aregional brand



Some local brand

Brand

Region

Comp

Achieements

any



Sabeen

T"

Competes #ith

$

im and %ril& 't

a



thries



(arna$

Competes

'

Torino

$

aerated



Ta)a

Beerages



Cantheri

Benga

$dine

(ol)ata

Chem

Once %opular



*air Oil

&




Attitude Brands

Body shop puts for#ard human bod an asset

Benetton ads denote an rude attitud

+T as a brand thought of as one p #ith

rebelliousness of this generatio

These brands -olt the customer #ho of the brand



.$Brand

.$business is gro#ing

Some e$brand are e/clusiely electr e&g& Citiban)

e$card

Some e$brands are used to register presence e&g&icicidirect



.$brand #ill hae competition in the #ay the real

mar)etplace has




0lobal brands

The #orld has become uni$polar

A global brand has #orld 1#ide recognitiation

.&g& Co)e, %epsi, 0illette, Relon

3eeloping global brands is a differ ball$game

Building a global brand is a *ercule



.lements of a 0lobal Bra

Product

Superiority



Global

Global

Distrib

Brand

Brand



Strate

Building



Cost

Competitiveness




'n$Store Brand

Also )no#n as4 %riate !abel4 brands

%riate labels should be more consumer$

A retailer #ho chooses to launch priate become

mar)eter, and not merely a sell products



%riate brands can be a no$frill discount and is perceied

as a lo#er quality produ




'n$Store Brand$ Ac "eils

Surey

5estside chain of store is heaily dependent

6more than 789: on pri labels

;ood #orld is increasing its count of priate

labels&.urope has the highest alue of sha priate labels

at 22 per cent



'n$Store Brand$ Ac "eils

Surey

"orth America is the biggest mar)et priate labels

in dollar terms

%roduct #ise, the highest priate lab are paper,

plastic, and #raps, #ith a share of 27 per cent&

%riate labels all oer the #orld are economical



%remium Brands

"i)e in Reebo) in sports shoes

3oe in soaps

Scotch in liquors

%remium is contributed by e/cellence in and features



'ts distribution is selectie

!ife$style positioning ma)e certain ordina product premium

products, e&g& *ero Cy




Sub$brands

's a #ay that falls bet#een creating ne brands and

stretching the mother brand beyond imagination

Sub 1branding is done to

Re-uenate an old brand

+eet the needs of the consumers in the sa segment e&g& Colgate

gel



To change the imagery for a ne# segment




Sub$brands

To distinguish product offering #it same product

category e&g& Stan c Classic card

To ta)e adantage of an innoatio Sony 5ega

To upgrade a brand, e&g& Surf to S ./cel



To enter a ne# product category e +aruti <88 and

=en




Cult Brands

Cult brands hae a slo# start, but build a stead follo#ing oer a

period of time

Cult brand s gie people a chance to belong to something

Cults display an intensity of relationship bet#ee user and the brand

itself

A cult, according to the dictionary, is a system o religious beliefs,

and a cult brand is built #hen a people reere it almost li)e a

religion



.&g& *arley 3aidson is held up as a symbol

!ife$style positioning ma)e certain ordinary prod premium

products, e&g& *ero Cycles




0eneric Brand

A brand that becomes generic beco product

category, and no longer rem brand

3alda anspati had become generic

>ero/ has ceased to be a brand , a used a erb for photocopying proce >ero/ ads e/hort the

customers to c the document , rather than >ero/ it



Summary

Some brand remain regional on acc resources,

some on account of ery proincial appeal

Benetton ads denote an rude attitud an e/ample

of attitude brand

A global brand has #orld 1#ide recognitiation

.&g& Co)e, %epsi, 0illette, Relon



Summary

%riate brands can be a no$frill discount and is perceied

as a lo#er quality produ

Sub brand is a #ay that falls bet#een cre ne# brands

and stretching the mother br beyond imagination

Cult brands hae a slo# start, but build follo#ing oer a

period of time



A brand that becomes generic becomes product

category, and no longer remains brand


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