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16.Branding Strategies

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    Branding Strategies

    Leveraging the power of the brand name tocover the market more effectively Brand associations

    Why do we do it? By doing more with less, you are simply harnessing

    the power of leverage.

    To grow, expand, and be successful.

    If you are not a brand, you are a commodity. RobertKiyosaki

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    Branding Strategies

    Your brand has a respectable market sharebut you want it to grow. What do you do?

    Address segment needs more precisely How can you use the equity of the brand

    name to address segment needs even better?

    Sub-branding / umbrella branding

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    Sub-branding

    Creating new brands which are part of the parentbrand family expressed as suffixes of theparent brand.

    For example, Nike Air Jordan is a sub-brand of Nikewhich is the parent brand. Air Trigo, Air Mohawkare sub-brands of Nike Air.

    Apple I-Pod, I-Pod Mini, I-Pod Shuffle and now theI-Pod Nano

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    Umbrella Branding

    When you have many sub-brands, each linkedto a common brand, then the common brandis known as the umbrella brand

    For example, Ford Taurus, Ford Explorer, FordFocus, Ford Ranger, Ford Five Hundred, FordFreestyle, Ford Expedition, Ford Thunderbird,etc.

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    Branding Strategies

    Your brand has a respectable market shareand you want to protect it from growingcompetition. What do you do?

    Address that section of the market which does notbuy your product

    How can you attract customers who do not

    buy into your brands equity? Flanker branding

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    Flanker Branding

    Different brand name same product

    Purpose: Pre-empt competition, cover the marketmore completely (protect your flanks)

    Problem: some cannibalization is expected.

    For Example:

    Thums Up and Coca Cola in India

    General MillsRobin Hood and Gold Medal brand flour

    Tide and Cheer from P&G

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    Branding Strategies

    Your brand is strong in your current market.The market is saturated and you are lookingto diversify. What do you do? Identify another product and give it the same

    brand name

    If the new product is in the same product line Line Extension

    If the new product is from a completelydifferent product line Brand Extension

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    Brand Extension

    Same brand name, new product line i.e. Reebokshoes and Reebok water. Nike shoes and Nike

    casuals. Clinique make-up and Clinique perfume.

    The concept of congruence determines the

    success of a brand extension strategy. (i.e.

    Johnsons baby powder and Johnsons baby oil high congruence. But imagine Lysol toilet bowl

    cleaner and Lysol toothpaste!!!)

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    Line Extension

    Same brand name, different product in thesame product line.

    For example, Ivory soap and Ivory shampoo

    Line extensions are safer strategies than brandextensions since congruence is always higher.

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    Branding Strategies

    Your brand is sold in the B2B market as a component ofanother product. You want the brand to get consumerrecognition and equity. What do you do? Tell consumers about your brands presence in the final product

    Ingredient branding: Branding an ingredient of the mainbrand, which is often manufactured by a differentcompany.

    For example, Intel Inside is an ingredient brand on IBM,Dell, Compaq, etc. computers; Breyers Chocolate Ice Creamwith Hersheys pieces / M & Ms; Breyers icecream withSplenda

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    Branding Strategies

    You have a strong brand but want to penetratethe market even better. What do you do?

    Complementary Branding or Co-brandingwhen two or more mutually reinforcing brands

    get together to jointly promote themselves (one

    is not an ingredient of another). For example, Green Burrito & Carls Jr., Taco Bell

    & Pizza Hut

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    Product-Market Matrix

    NEW

    OLD

    OLD NEW

    Product

    Market

    Diversification

    Brand extension

    Product DevelopmentCo-brandingIngredient branding

    Market DevelopmentBrand extension

    Line extension

    Market PenetrationSub-branding

    Flanker brands

    Co-branding

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    Brand

    Name

    Product

    Line

    EXISTING

    EXISTING

    NEW

    NEW

    Line

    Extension

    Flanker

    Brand

    Brand

    Extension

    Diversification

    Product Line-Brand Matrix

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    References

    http://www.slideshare.net/Fordlovers/some-branding-strategies-branding-strategy, August17, 2010.

    It takes 20 years to build a reputation and only fiveMinutes to ruin it. If you think about that, you willdo things differently. Warren Buffett

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