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Brand Strategy (Positioning) and Extension: Chitkara Business School MBA Course 2 Year
Brand Strategy (Positioning) and Extension: Chitkara Business School MBA Course 2 Year
and Extension
I
Chitkara Business School MBA Course I 2nd year
October/November 2021
Story so far…and what to expect
Brand
Equity Brand
Positioning
2
Positioning
• While developing your brand
strategy, start with articulating
the essence of your brand.
• Have at least 5 line of thoughts BMW
as options (short and concise)
De Beers
• Develop the Value framework
consistent with the Brand Essence
Differentiator* R.T.B
4
*Key benefit
What is positioning?
I am the danger
Mr. Walter White a.k.a. Heizenberg
RTB
Fast and reliable service Unparalleled
“Absolutely, positively”
innovation, quality
and consistency
Guaranteed overnight delivery
“America, you’ve got a new airline”
Low
TIME
6
New Products and Brand Extensions
Ansoff’s Growth Matrix
Product
Current Markets Market Penetration
Development
Strategy
Strategy
Market Diversification
New Markets Development Strategy
Strategy
7
Line Extension/Category Extension
Accessories Accessories
Keyboard Storage
32GB 6.7 inch Apple TV+ Strap color Regular/Mini McBook Air/Pro
Product Mix
8
Vertical brand extension
Premium
LINE EXTENSION
BRAND
Value Conscious
9
Merits of Brand Extension
Increased earnings New Markets Improved Reduced risk Enhanced probability Increased MROI
of trial and gaining
brand image
distribution
10
Challenges of Brand Extension
Confused customer Retailer Failed attempt Cannibalize Dilute the parent Missed opportunity
brand to develop new
resistance can hurt parent brands
brand image
11
End of Session 6/12
12