Scribd Logo
Upload

Welcome to Scribd!

  • 349 views

    Brand Portfolio: Brand Portfolio and Brand Architecture of Maruti Suzuki in India

    Uploaded by

    abhishekking
    Maruti Suzuki uses a corporate branding strategy in India with its parent brand name featured prominently across most of its vehicle models. It employs a "house blend" brand architecture comprising sub-brands like Alto, Ritz, and Gypsy that leverage the credibility of the Maruti Suzuki parent brand. The document outlines Maruti Suzuki's extensive brand portfolio containing various city cars, super mini-cars, sedans, SUVs, and vans distributed across endorsed sub-brands and the corporate brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content

    You might also like

    Brand Portfolio: Brand Portfolio and Brand Architecture of Maruti Suzuki in India

    Uploaded by

    abhishekking
    349 views5 pages
    Maruti Suzuki uses a corporate branding strategy in India with its parent brand name featured prominently across most of its vehicle models. It employs a "house blend" brand architecture comprising sub-brands like Alto, Ritz, and Gypsy that leverage the credibility of the Maruti Suzuki parent brand. The document outlines Maruti Suzuki's extensive brand portfolio containing various city cars, super mini-cars, sedans, SUVs, and vans distributed across endorsed sub-brands and the corporate brand.

    Original Description:

    Original Title

    BRAND PORTFOLIO

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Maruti Suzuki uses a corporate branding strategy in India with its parent brand name featured prominently across most of its vehicle models. It employs a "house blend" brand architecture comprising sub-brands like Alto, Ritz, and Gypsy that leverage the credibility of the Maruti Suzuki parent brand. The document outlines Maruti Suzuki's extensive brand portfolio containing various city cars, super mini-cars, sedans, SUVs, and vans distributed across endorsed sub-brands and the corporate brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    349 views5 pages

    Brand Portfolio: Brand Portfolio and Brand Architecture of Maruti Suzuki in India

    Uploaded by

    abhishekking
    Maruti Suzuki uses a corporate branding strategy in India with its parent brand name featured prominently across most of its vehicle models. It employs a "house blend" brand architecture comprising sub-brands like Alto, Ritz, and Gypsy that leverage the credibility of the Maruti Suzuki parent brand. The document outlines Maruti Suzuki's extensive brand portfolio containing various city cars, super mini-cars, sedans, SUVs, and vans distributed across endorsed sub-brands and the corporate brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    of 5

    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,5SEATER 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(alto,ritz,gypsy etc) with the added credibility of the the
    existing parent brand(Maruti Suzuki)

    BRAND PORTFOLIO:- The brand portfolio includes all the brands and sub-brands
    attached to product-market offerings, including co-brands with other brands. A basic brand
    architecture parameter is the composition of the brand portfolio. Each brand requires brand
    building resources. Treating brands as Silos owned by individuals or organizational units can
    lead to misallocation of resources. It is the logical, strategic and relational structure for all
    of the brands in the organization’s brand portfolio
    Endorse
    rs
    Brands

    Master
    Brands

    Brand
    PRODUCT-MARKET
    PORTFOLIO ROLES
    CONTEXT ROLES

    > Endorser/sub-brands
    > Strategic brands Brand Architecture
    > Benefit brands
    > Linchpin brands

    > Co-brands
    > Silver bullet
    Portfoli
    > Driver role
    > Cash cow brands
    o
    BRAND PORTFOLIO PORTFOLIO GRAPHICS

    Corporate
    STRUCTURE

    Brands
    > Brand groupings
    Branded
    > Logo

    > Brand hierarchy trees

    > Brand rang


    Differentiators
    > Visual presentation

    Platforms
    Optimal Synergy in Clarity of Leveraged
    Powerful creating for
    allocation of
    Brand brand-building offering brand
    > Visibility future
    resources assets growth
    > Association
    building options

    > Efficiency

    You might also like