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    Hierarchy &amp Product MAtrix

    Uploaded by

    Manseerat Kaur
    This document discusses brand hierarchies and the relationship between brands and products. It defines various types of brand hierarchies including corporate branding, range branding, product branding, and line branding. It provides examples of these different hierarchies using brands like Hindustan Unilever, Tata, and Marriott. The document also introduces the concept of a brand-product matrix that maps the relationship between brands and products. It discusses how the matrix shows brand extension strategies and portfolios as well as product-brand relationships. Finally, it defines some key terms related to branding strategies.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Hierarchy &amp Product MAtrix

    Uploaded by

    Manseerat Kaur
    502 views19 pages
    This document discusses brand hierarchies and the relationship between brands and products. It defines various types of brand hierarchies including corporate branding, range branding, product branding, and line branding. It provides examples of these different hierarchies using brands like Hindustan Unilever, Tata, and Marriott. The document also introduces the concept of a brand-product matrix that maps the relationship between brands and products. It discusses how the matrix shows brand extension strategies and portfolios as well as product-brand relationships. Finally, it defines some key terms related to branding strategies.

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    Hierarchy & Product MAtrix

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    This document discusses brand hierarchies and the relationship between brands and products. It defines various types of brand hierarchies including corporate branding, range branding, product branding, and line branding. It provides examples of these different hierarchies using brands like Hindustan Unilever, Tata, and Marriott. The document also introduces the concept of a brand-product matrix that maps the relationship between brands and products. It discusses how the matrix shows brand extension strategies and portfolios as well as product-brand relationships. Finally, it defines some key terms related to branding strategies.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    502 views19 pages

    Hierarchy &amp Product MAtrix

    Uploaded by

    Manseerat Kaur
    This document discusses brand hierarchies and the relationship between brands and products. It defines various types of brand hierarchies including corporate branding, range branding, product branding, and line branding. It provides examples of these different hierarchies using brands like Hindustan Unilever, Tata, and Marriott. The document also introduces the concept of a brand-product matrix that maps the relationship between brands and products. It discusses how the matrix shows brand extension strategies and portfolios as well as product-brand relationships. Finally, it defines some key terms related to branding strategies.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 19

    BRAND BUILDING

    BRAND HIERARCHY BRAND PRODUCT MATRIX

    WHAT IS BRANDING?
    Brand

    Association Brand Earning Brand Loyalty Brand Equity Brand Essence


    Brand

    Brand Identity Brand Image Brand Licensing Brand Parity Brand

    Experience Brand Extension Brand Harmonization

    Personality Brand Value Brand Hierarchy

    BRAND HIERARCHY - INTRODUCTION


    Definition Categories
    o Brand Hierarchy
    Corporate Branding Range/ Family Branding Individual Branding Modifier Branding

    o Sub-brand Hierarchy
    Types

    House Of Brands Product Branding Branded House Line Branding Range Branding Umbrella Branding Source Branding Endorser Or Sub Branding

    BRAND HIERARCHY
    Corporate Brand
    o Hindustan Unilever (HUL)

    Range Brand
    o Dove

    Product Line/Individual Line


    o Dove Shampoo

    Modifier Brand
    o Colour Therapy

    SUB-BRAND HIERARCHY

    Vicks Head & Shoulders Old Spice Camay Ariel


    P&G

    A HOUSE OF BRANDS

    PRODUCT BRANDING
    Brand

    PROCTOR & GAMBLE

    ARIEL

    TIDE

    PANTENE

    HEAD & OLD CAMAY WHISPER VICKS SHOULDERS SPICE

    Market
    Detergent Detergent Shampoo Shampoo Healthy Hair Whiteness

    Soap

    Sanitary Napkin

    Balm

    After Shave

    Position
    Hi Tech

    Dandruff

    Cream

    Macho Cold Hygiene Protection Remed y

    BRANDED HOUSE

    Tata Salt Tata Mobile Tata Steel Tata Indicom


    TATA

    THE BRANDED HOUSE

    LINE BRANDING
    HINDUSTAN UNILEVER
    AXE

    AXE DEO

    AXE SHAVING CREAM

    AXE AFTER SHAVE

    AXE SOAP

    AXE TALC

    Share Same Brand Concept and they Complement Each Other.

    RANGE BRANDING
    HIMALAYA DRUG CO.
    AYURVEDIC CONCEPTS Skin Care Face Wash

    Health Care
    Ayur Slim Capsules Digestive Capsules

    Body Care Antiseptic Cream Pain Balm Muscle & Joint Rub

    Hair Care Hair Cleanser Hair Conditioner

    Moisturizing Lotion
    Hand & Body Lotion

    Daily Health Capsules


    Cough Syrup

    Anti-dandruff Cleanser
    Anti-dandruff Hair Vitalizer

    Deep Cleansing Lotion


    Pimple Cream

    UMBRELLA BRANDING
    PHILIPS
    TVs Lighting Monitors Shaver Phones Irons Medical Hi - Fi Mixers

    SOURCE BRANDING
    MARUTI SUZUKI

    800

    Zen Wagon-R Alto

    Swift

    SX-4

    Ritz

    ENDORSER BRAND OR SUB-BRAND


    MARRIOTT BRAND ARCHITECTURE

    Marriot Hotels. Resorts. Suites. Marriot Residence Inn Courtyard by Marriot Fairfield Inn by Marriot

    SUB BRAND
    Definition 3 Categories
    o Descriptive Brand o Lower Level Sub Brand o Equality/ Co Driver

    BRAND PRODUCT MATRIX - INTRODUCTION


    Structure Brand - Product Relationship Product - Brand Relationship Branding Strategies

    BRAND PRODUCT MATRIX


    Structure

    PRODUCTS 1 2 Product .. N

    A
    BRANDS

    B
    :

    BRAND - PRODUCT RELATIONSHIP


    Rows in the Matrix represent Brand - Product

    Relationship
    1. Brand Extension Strategy 2. Brand line
    o o Line Extension Category Extension

    PRODUCT - BRAND RELATIONSHIP


    Columns in the Matrix represent Product

    Brand Relationship
    o Brand Portfolio
    o Brand Portfolio Strategy

    FINAL SET OF DEFINITIONS


    Product Line
    Product Mix Brand Mix

    BRANDING STRATEGY

    What is Branding Strategy?

    Breadth of Branding Strategy

    Depth of Branding Strategy

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