BRAND

DEVELOPMENT
STRATEGIES

BY QAIS
 INTRODUCTION

 BRANDING STRATEGIES

 BRAND

 PRODUCT

 SERVICE
 ELEMENTS TO UNDERSTAND…….

 PRODUCT LINE:
Group of products closely related

 Product Line Length:

Number of products in product line

 Example:
 Coca Cola
 Coke Classic
 Diet Coke
 Diet Coke with Splenda
 Coca-Cola Zero
ELEMENTS TO UNDERSTAND
 PRODUCT MIX:
 Set Of All Product Lines

 Example: COLGATE

1. Oral Care
2. Personal Care
3. Home Care
DIMENSION OF PRODUCT MIX
 PRODUCT MIX WIDTH
Number of different product lines
 PRODUCT MIX LENGTH

Total number of sub-lines in a product line

 PRODUCT MIX DEPTH

Number of versions offered of a product in a product

line
 PRODUCT MIX CONSISTENCY

How closely different product lines are related?

 Nestle

 General Electronics
BRANDING DEVELOPMENT STRATEGIES

Product Category
Existing New

LINE BRAND

Brand Exist EXTENSION EXTENSION

Name
MULTI- NEW BRANDS
BRANDS & PRODUCT
New
 LINE EXTENSION

 Existing product & existing brand

 Change in product regarding

 Size (Coke)
 Color (Sun silk)
 Flavor (Nestle Juices)
 Ingredients (Colgate)
 Form (Vim)
BRAND EXTENSION OR MIXED
EXTENSION
 Existing brand but new product
 Using an existing brand name to promote product in
different category
 Diversification

 Japanese companies

 Major Multinational companies

 Examples;
 LG
 Mitsubishi
 King-fisher
 MULTI-BRANDS
 Existing product & new brand name
 Marketing of two or more similar products with different
brand names
 Competing each other

 Leaving no shelf space to competitors

 Examples:
 Olpers & Tarang
 Unilever shampoos
 NEW BRAND & PRODUCT
 Introducing new product with new name
 Completely new born company

 Existing companies may do

 Examples;
 Q&F Company

 Skindar’s Sons Steel company

 WHY TO ADOPT THESE STRATEGIES?

 Maximize profit
 Customers satisfaction

 Capture market

 Compete opponents

 Target all types of customers

 Promotional benefits

 Increase sales