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24e9cbranding Strategies
24e9cbranding Strategies
24e9cbranding Strategies
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A Strategy is a systematic plan for achieving a specific goal or result. Whereas a Branding Strategy can be defined as a plan of execution conducted for a brand in order to increase the brands market & optimize brand functioning.
A branding strategy can also be described as a plan for the systematic development of a brand which enables it to meet its agreed objectives. TYPES Product Branding Line Branding Range Branding
Product Branding Product Branding follows the concept of One Brand, One Product. This strategy allows products to have a unique identity & Image. In this strategy brand becomes almost synonymous with the product. Like Colgate for toothpaste or surf for detergent.
Example of Product Branding- P &G has different brands like Tide, Ariel, Pantene, Pampers, Crest, etc. all have different image & identity. All these products are not seen as the same or being offered for the same company.
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It takes a significant amount of investment in time, money & effort to establish a new brand.
Line Branding
Line Branding involves exploiting a successful concept by extending it but staying very close to the initial product. Line brand starts with one product but later extend to complementary products. Focus in line branding is on complementary products.
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Gillette has razors, shaving gels, aftershave. All these products complement each other.
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Reinforces selling power of the brand & create strong brand image. Reduces launch cost of other products in the same line. New products can use existing distribution system
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Only a limited number of products can be introduced in a line. One cannot innovate too much in a line.
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Britannia has a sub brand- Milkman which stocks products like ghee, milk, milkshake, cheese, butter, etc. But the area of competence is the same, all are dairy products.
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Reinforces selling power of the brand & create strong brand image. Reduces luanch cost of other products in the same range. New products can use existing distribution system.
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An unsuccessful product will affect the other products of the same brands.
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Umbrella branding uses one brand name. But, it covers diverse kinds of products which are more or less related. Umbrella brand can offer a line or range of products.
Example of Umbrella Branding Sony brand offers camera, phones, laptops, desktops, ipods.
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Capitalization on the single brand name results in economies of scale the in national & international market.
Brand awareness allows launch of new products under the umbrella.
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Source Branding is when Product Brand Name+ Firms name, both are used. In source branding product brand name & firms name have equal status & common core value. Source/ Double Branding may be described as Cooperate Umbrella branding.
Maruti+ Wagon R ; Maruti is an established car manufacturing Company in India, so lends equity whereas Wagon R name distinguishes it from 800, Grand Vitara, Swift & others.
The brand needs to be consistent with the activity or expertise domain of the firm.
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In endorsement branding a company endorses its brands & products. Unlike source branding firms name takes a back seat but is disclosed to the target audience. Product brand name is more significant. Its a balance between product & umbrella branding.
Differences between six branding Amity Business Institution Name of School strategies
Umbrella Single Image Double Product+ firm image Endorsement Source brand passes on generic Image Range Brand signifies area of expertise Line Focus on Complemen tary Products Products mutually reinforce each other Product Individua l image
Some Independence
More Independence
Products Stem
Boundar y less
Generic Association
Related Products
Unique Associati on