Soumya Mishra

P/MN/R/09/090

Brand portfolio and Brand architecture of Maruti Suzuki in India

Brand Portfolio
City Cars

Maruti 800

Maruti Alto

Maruti Zen Estilo

Suzuki Alto(A-Star)

Suzuki Splash

Super Mini-Car

Maruti Suzuki Swift

Maruti Ritz

Sedans

Maruti Suzuki SX4

Maruti Dzire

Maruti Kizashi

Sports Utility Vehicle

Suzuki Grand Vitara

Maruti Gypsy

Maruti Wagon-R
Vans

Maruti Omni

Maruti Versa

Maruti Eeco

Brand Architecture
Endorsed Brands Products

Maruti 800 STD BSIII,STD LPG,AC BSIII

Maruti Alto K10,STD,LXI

Maruti Zen Estilo LXI BSIV,VXI BSIV

Maruti Suzuki Splash

Maruti Suzuki Swift LXI,VXI

Maruti Ritz LXI,VXI,LDI,ZXI

Corporate Brand

Maruti Suzuki Maruti Suzuki SX4 VXI BSIV,VXI BSIV

Maruti Dzire LXI,VXI,LDI,VDI,ZXI

Maruti Kizashi MT,CVT

Maruti Grand Vitara DIESEL,2.4AT,2.4MT

Maruti Gypsy KING SOFT TOP,KING HARD TOP

Maruti Wagon-R R LXI BSIV,R VXI BSIV

Maruti Omni MPI CARGO BSIII,LPG CARGO BIIIW

Maruti Versa

Maruti Eeco 5-SEATER STD,7 SEATER STD,5 SEATER AC

Maruti Suzuki uses Corporate branding.It is the practice of using a company's name as a product brand name.
It is an attempt to use corporate brand equity to create product brand recognition. It is a type of family
branding or umbrella brand.

Corporate branding can result in significant economies of scope since one advertising campaign can be used for
several products. It also facilitates new product acceptance because potential buyers are already familiar with the
name. However, this strategy may hinder the creation of distinct brand images or identities for different products:
an overarching corporate brand reduces the ability to position a brand with an individual identity, and may conceal
different products' unique characteristics.

Maruti Suzuki uses the “House Blend”  brand architecture. This is an architecture based on the
development of sub-brands with the added credibility of the the existing parent brand.
Brand architecture is the structure of brands within an organizational entity. It is the way in which the
brands within a company’s portfolio are related to, and differentiated from, one another. The
architecture should define the different leagues of branding within the organization; how the corporate
brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the
core purpose of the corporate brand to which they belong.

It is the logical, strategic and relational structure for all of the brands in the organization’s brand
portfolio.