Presentation Debojyoti

Marketing Communication
Presentation
Designing a branding strategy, Brand extension, Brand Equity,
advantages and disadvantages of brand extension, Reinforcing and
revitalizing brands
PRESENTED BY:
DEBOJYOTI DUTTA 2022322265
CHIRAG BANSAL 2022455852
DEEPANSHU SHARMA 2022007086

Overview
Introduction 01
Designing a Branding 02
Strategy
Brand Extension 03
Brand Equity 04
Advantage & Disadvantages 05
Reinforcing and revitalizing 06
brands
Introduction
Branding strategy is an essential part of a successful marketing plan that
involves creating a unique, unified identity for a company. It helps in
building trust, loyalty, and recognition with the target audience by
communicating a consistent message across all channels.
Example: Nike, Apple, Coca-Cola

Brand Purpose:
Inspire and innovate for athletes
everywhere. Nike believes everyone is
an athlete if they have a body.
Designing a Target Audience:

Focus on athletes and fitness
Branding Strategy enthusiasts. Also appeals to lifestyle

consumers who value performance
and style.
Brand Positioning:
Nike leads in sportswear, offering
high-performance gear to help
people reach their full potential.
Brand Values:
IPerformance, innovation, and
inclusivity. They promote equality in
sports and culture.
Designing a Brand Messaging:
Branding Strategy
"Just Do It" motivates people to push
limits. Campaigns feature athletes
overcoming challenges.
Brand Experience:
Premium stores and personalized
apps create a full customer
experience. Packaging is sleek and
eco-friendly.
Brand Extension
Brand extension or brand stretching is a marketing
strategy in which a firm marketing a product with a
well-developed image uses the same brand name in
a different product category.
The new product is called a spin-off. Organizations

use this strategy to increase and leverage brands.
An existing brand that gives rise to a brand

extension is referred to as parent brand.
There could be two categories of extension;

extension of product-related association and non-
product related association.
Example of Brand Extension:
Harley-Davidson –
Amazon – Harley-Davidson
Amazon Web Nike – Nike Clothing &
Services (AWS): Performance Apparel: Accessories:
Apple – Apple Coca-Cola – Diet Starbucks – Starbucks

Watch: Coke: Ready-to-Drink
Beverages:
Brand Equity
Brand equity is the value of a brand, including its reputation,
visibility, and the perception of consumers. It's the intangible
price tag that customers place on a brand and its products.
Brand equity is made up of many factors, including:

Brand awareness: How familiar customers are with the
brand's offerings and visuals
Perceptions: How the brand makes customers feel
Associations: What customers associate with the brand
Experiences: How customers interact with the brand, such
as through its website or customer service
Customer loyalty: How loyal customers are to the brand
Example:
A real-life example of brand equity is Nike. Through high-quality products, iconic
marketing (like "Just Do It"), and endorsements from athletes like Michael Jordan, Nike
has built strong customer loyalty and positive associations. This allows Nike to charge
premium prices, maintain market leadership, and sustain consumer trust. Nike’s brand
equity drives its ability to outperform competitors and retain a devoted customer base.
Advantages of Brand Extension
They can help the product be easily accepted.

They can also improve the overall brand image.
Consumers’ perceived risk can go down with brand extensions.
Since the company has established the brand name as trustworthy and popular, they can also
increase the interest of consumers and make them consider a new product. That also leads to
better distribution.
Companies spend less money on promotional expenditure, or the money is better used. By
promoting the core brand, companies are also promoting the extension. The same goes if
they are promoting the extension – the core brand will gain recognition as well.
Companies don’t have to develop a new brand from scratch and spend tons of money on it.
Consumers get more variety than before.
Packaging and labelling are more efficient, as the machines can print out the same labels and
packages.
Less money spent on introductory and follow-up marketing programmes.
Feedback benefits, both for the parent brand and the company itself.
The parent brand gets a better image.
Brand extensions help revive the brand.
Disdvantages of Brand Extension
Extending the brand name too far may lead to a loss of reliability, especially if the
brand extension happens in an unrelated market. Thus, companies have to know
which product categories will work and where they can actually use the brand name.
If the new product is not that great, it may spell trouble for the core brand’s image.
Just because the core brand will lend its brand awareness to the new product, it
doesn’t mean companies don’t have to invest at all. In fact, if they don’t, all their effort
may even have the opposite effect.
If the competition in the new category is just better than the brand extension or has
an edge over it, then it’s highly unlikely that the extension will be a success.
Reinforcing Brand
Reinforcing a brand means consistently

delivering what your brand promises, keeping
quality high, and maintaining a clear, consistent
message. It involves staying true to your values
while adapting to market changes and
customer needs. Engaging with customers
regularly and building emotional connections
help keep the brand strong. This ensures the
brand stays relevant and trusted over time.
Example: Coca-Cola reinforces its brand

through consistent messaging around
happiness and togetherness while evolving its
product range with healthier options like Coke
Zero.
Revitalizing Brand
Revitalizing a brand means refreshing its image,

products, or messaging to regain relevance and
connect with new or existing customers. This can
involve updating the brand's design, introducing
new products, or shifting marketing strategies. It
often focuses on adapting to changing market
trends and consumer preferences. Successful
revitalization breathes new life into a brand while
staying true to its core values..
Example: Old Spice revitalized its brand with a

bold new ad campaign ("The Man Your Man Could
Smell Like"), targeting a younger audience and
dramatically increasing its popularity..
Thank You

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Marketing Communication

DEBOJYOTI DUTTA 2022322265

CHIRAG BANSAL 2022455852

DEEPANSHU SHARMA 2022007086

Example: Nike, Apple, Coca-Cola

Designing a Target Audience:

Branding Strategy enthusiasts. Also appeals to lifestyle

Designing a Brand Messaging:

The new product is called a spin-off. Organizations

An existing brand that gives rise to a brand

There could be two categories of extension;

Apple – Apple Coca-Cola – Diet Starbucks – Starbucks

Brand equity is made up of many factors, including:

They can help the product be easily accepted.

Reinforcing a brand means consistently

Example: Coca-Cola reinforces its brand

Revitalizing a brand means refreshing its image,

Example: Old Spice revitalized its brand with a

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