Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
Scribd Logo
Upload

Welcome to Scribd!

  • 31 views

    92eb3module IV - Brand Architecture

    Uploaded by

    Howeda Ali
    This document discusses brand architecture and branding strategies. It defines brand architecture as how a firm structures its brand names, logos, and symbols across new and existing products. A brand-product matrix maps the relationships between a firm's brands and products. Branding strategies consider the breadth of brand-product relationships and depth of product-brand relationships. Strategies also determine the appropriate brand hierarchy level and combinations of brand elements for products. The goal is to choose strategies that have a strong customer focus, avoid overbranding, and selectively extend brands.

    Copyright:

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

    92eb3module IV - Brand Architecture

    Uploaded by

    Howeda Ali
    31 views10 pages
    This document discusses brand architecture and branding strategies. It defines brand architecture as how a firm structures its brand names, logos, and symbols across new and existing products. A brand-product matrix maps the relationships between a firm's brands and products. Branding strategies consider the breadth of brand-product relationships and depth of product-brand relationships. Strategies also determine the appropriate brand hierarchy level and combinations of brand elements for products. The goal is to choose strategies that have a strong customer focus, avoid overbranding, and selectively extend brands.

    Original Description:

    amamamamaamamma

    Original Title

    92eb3Module IV_Brand Architecture

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document discusses brand architecture and branding strategies. It defines brand architecture as how a firm structures its brand names, logos, and symbols across new and existing products. A brand-product matrix maps the relationships between a firm's brands and products. Branding strategies consider the breadth of brand-product relationships and depth of product-brand relationships. Strategies also determine the appropriate brand hierarchy level and combinations of brand elements for products. The goal is to choose strategies that have a strong customer focus, avoid overbranding, and selectively extend brands.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    31 views10 pages

    92eb3module IV - Brand Architecture

    Uploaded by

    Howeda Ali
    This document discusses brand architecture and branding strategies. It defines brand architecture as how a firm structures its brand names, logos, and symbols across new and existing products. A brand-product matrix maps the relationships between a firm's brands and products. Branding strategies consider the breadth of brand-product relationships and depth of product-brand relationships. Strategies also determine the appropriate brand hierarchy level and combinations of brand elements for products. The goal is to choose strategies that have a strong customer focus, avoid overbranding, and selectively extend brands.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    You are on page 1of 10

    Module IV

    Brand Architecture
    Course Instructor: Dr. Swati Singh Course: MBA (IB)- III

    Amity Business School

    Brand Architecture
    The branding strategies or brand architecture, for a firm tells marketers which brand name, logos, symbols, & so forth to apply to which new & existing products. It helps in defining which products should share the same brand name. It also helps in defining how many variations of a particular brand name should be employed.

    Dr. Swati Singh

    Brand-Product Matrix
    It is a graphical representation of all the brands & products sold by the firm. The matrix has the brands of a firm as rows & the corresponding products as columns.

    Products
    1 A 2 N

    Brands

    B . . . M

    Brand-Product Relationships
    It is represented through rows of the matrix. It shows brand extension strategy in terms of the no. & nature of products sold under the firms different brands. Each row is a brand line representing all products sold under a particular brand.

    Product Brand Relationships


    It is represented through columns of the matrix. It shows brand portfolio strategy in terms of the no. & nature of brands to be marketed in each category. Each column is a brand portfolio representing the set of all brands & brand lines that is offered in a particular category.xde

    BRAND HIERARCHY
    It is a useful means of portraying a firms branding strategy by displaying the no. & nature of common & distinctive brand elements across the firms products, revealing the explicit ordering of brand elements. It is based on concept that a product could be branded in different ways depending on how many new and existing brand elements a company can use.

    Levels of Brand Hierarchy

    Corporate or Company Brand


    It is the highest level of hierarchy. It is always present somewhere on product / package E.g. Maruti Suzuki, HP, GE

    Family Brand or Umberella brands


    It is the next-lower level of hierarchy. It is used in more than one product category but not necessarily the name of the company. Done when products are very dissimilar and it is harder for corporate brand to retain any product meaning linked with corporate brand. E.g. Luxor group has Parker, Luxor, Pilot pens

    Individual Brand It is restricted to one product category, although it may be used for several different product types within the category. E.g. General motors Chevrolet for cars & Hummers for SUVs & trucks Modifier It is the means to designate a specific item or model type or a particular version or configuration of the product. e.g. Maggi Ketchup, Maggi Imli, Maggi Hot & sweet

    BRANDING STRATEGIES
    A firms branding strategy could be characterized according to its breadth (in terms of brand-product relationships and brand extension strategy) and its depth (in terms of product-brand relationships and brand portfolio or mix) A firm can choose a no. of branding options from different hierarchy levels. It is dependent on corporate objectives, consumer behavior, or competitive activity.

    Branding strategy Includes:


    The no. of levels of the hierarchy to use in general. The desired brand awareness & image at each level. Combinations of brand elements from different levels of the hierarchy, if any, for any one particular product. How any one brand is linked, if at all, to multiple products.

    Choosing the Appropriate Branding Strategy


    1. 2. 3. 4. 5. 6.

    Adopt a strong customer focus Avoid over branding Establish rules & conventions & be disciplined Create broad, robust brand platforms. Selectively employ sub-brands as a means of complementing & strengthening brands. Selectively extend brands to establish new brand equity & enhance existing brand equity.

    You might also like