Devising brand strategy

Firm’s has 3 choices to brand a product :

New brand can be developed Some existing brands can be

applied Combination of above two

Alternative branding strategies

Separate family brand names :

Corporate umbrella:

Hybrid brand name :

Types in brand portfolio

Low entry level product is used to attract customers to higher end products FROM MERC A-CLASS

TO MERCEDES AMG

Brand extension

Firms leveraging their most valuable asset to launch new product .

Coca – cola extended its brand by offering variation of its original like diet, zero coke

CREDITS :• http://www.mind2mind.no/w/wp-content/uploads/2011/02/

Strategi_sjakk_v2.jpg • https://h2savecom.files.wordpress.com/2012/07/jj-rebate.jpg

?w=522&h=217• http://image.slidesharecdn.com/ch9creatingbrandequitygan-

110414105356-phpapp02/95/ch9-creating-brand-equity-top-10-learning-questions-40-728.jpg?cb=1302779539

• http://all4desktop.com/data_images/original/4197678-2011-mercedes-benz-sls-amg-10.jpg

DISCLAIMER

Created by ADITYA KUMAR, MNNIT ALLAHABAD, during an internship by Prof. Sameer Mathur , IIM Lucknow. www.IIMInternship.com