DECIDING A

BRANDING

STRATEGY

HOW TO BRAND NEW PRODUCtS

THERE ARE THREE WAYS………………..

1.Developing new

brand elements for new products.

2.Applying

some of its existing brand elements

3. Combining

new and existing brand elements

BRAND EXTENSIONS

When a firm uses an established brand

to introduce a new product ,the product

is called brand extension

T

Line extensions

Category extensions

BRANDING DECISIONS

ALTERNATIVE BRANDING STRATEGIES

1.Individual or separate family brand names

2.Corporate umbrella or company brand name

3.Sub brand name

HOUSE OF BRANDS VS BRANDED HOUSE

BRAND PORTFOLIOS

It is the set of all brands and brand lines aparticular firm offers for a sale in a particularmarket segment. Brands can play a number ofspecific roles as a part of portfolio:1. Flankers2. Cash Cows3. Low-end Entry Level

4. High-end Prestige

HUL has the most complex product and

brand portfolios

Advantages of brand extensions1.Improved odds of new-product success

2.Positive feedback effects

Disadvantages of brand extensions1.Brand dilution

2.Questioning the brand integrity

Customer Equity

It is a complementary concept that reflects the sum of lifetime values of all customers of Brand

RECAP

1.HOW TO BRAND A NEW

PRODUCT

2.BRAND EXTENSIONS

3.BRANDING DECISIONS

4.BRAND PORTFOLIOS

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CREDITS