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What is a Brand

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					What is a Brand?
User

Culture

Personality

Attributes

Benefits

Values

Brand

Equity
Devoted to Brand

Values the Brand (brand as friend) Satisfied & Switching Cost Satisfied Customer (no reason to change) No Brand Loyalty (customer will change)

An Overview of Branding Decisions
Branding Decision BrandSponsor Decision
•Manufacturer brand
•Brand •No brand •Distributor (private) brand •Licensed brand

BrandName Decision
•Individual brand names •Blanket family name •Separate family names •Companyindividual names

BrandBrandStrategy Repositioning Decision Decision
•Line extension •Brand extension •Multibrands •New brands •Cobrands

•Repositioning
•No repositioning

Brand Strategies
Product Category
Existing New

Brand Name

Existing

Line Extension Multibrands

Brand Extension New Brands

New

Brand Extensions: How does a firm grow?


A firm can:
– Focus on current products and markets


Market penetration strategy Market development strategy Product development strategy Diversification strategy

– Put existing products into new markets


– Put new products into existing markets


– Put new products into new markets


Some Terminology


 

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Brand Extension - A firm uses an established Brand name to introduce a new product Sub-Brand - A new Brand is combined with an existing Brand Parent Brand – The pre-existing Brand that gives birth to the sub-Brand Family Brand – Parent Brand of multiple extensions

Categories of Brand Extensions


Line extension
– Parent brand is used to brand a new product that targets a new market segment within a product category currently served by the parent brand



Category extension
– Parent brand is used to enter a different product category from that currently served by the parent brand

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posted:6/26/2009
language:English
pages:8