Brand Str-1
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Transcript of Brand Str-1
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MAHARSHI DAYANANDMAHARSHI DAYANAND
COLLEGECOLLEGET.Y.BMM(2010-2011)
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SANKET S. SHIRODKAR 3
NISHANT V. SINGH .
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BrandBrand
StrategyStrategy
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A name, term, sign, symbol, or design (or
some combination there of) used to
identify the products of one firm and todifferentiate them from competitive
offerings.
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Products that carry the name of the
MANUFACTURER
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y Called blanket branding strategy
y Called family branding strategy
y Use one name for all its products
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y Makes possible line extensions
y Sub branding combines a family brand with a
new brand
y Too many uses for one brand name can dilute
the meaning
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y Giving each product a distinct name
y Use when each brand is intended for a
different market segmenty Has become more complex in the global
marketplace
y
Promotional costs are higher withmultibranding
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y Often called private labeling or reseller
branding
y Use the brand name of a wholesaler or
retailer.
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y A no-brand product that competes on
price
y Low cost, no frills
y 30%-40% cheaper than national brands
y 20%-25% cheaper than store brands
y good market share in some categories
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y Co-branding is a form of co-operation, inwhich all the participants' brand namesare retained.
y two or more well-known brandscombined in an offer" and each brandsponsors expect that the other brandname will strengthen the brandpreference or purchase intention andhope to reach a new audience.
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Brand licensing is the process of creating
and managing contracts between the owner of
a brand and a company or individual whowants to use the brand in association with a
product, for an agreed period of time, within
an agreed territory.
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y Licensing is used by brand owners to
extend a trademark or character onto
products of a completely different nature.
y when corporations found that consumers
would actually pay money for products
with the logos of their favorite brands on
them
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y Breyers yogurt, TGI Friday's frozen
appetizers, Dodge power tools, and Lucite
nail polish are only a fraction of the
products carrying well-known brandnames which are made under license by
companies unrelated to the companies
who own the brand.
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y The liberalization of the Indian economy in
1992 brought a slew of international brands
to India. Many of these brands have been
licensed to Indian companies. Arvind Brandsrepresent Wrangler, Arrow, Nautica, Jansport
and Kipling. The Murjani Group is the
licensee for FCUK and Tommy Hilfiger.
Beverly Hills Polo Club (BHPC) is licensedto Spencers Retail. Extend Brands represent
the No Rules brand in India.
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y Brand line: All products sold under brand
y Product line: Products similar to price, TA
or distribution
y Brand Portfolio: Set of all brands and
brand lines a company offers in a product
category; used to maximize equity
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Corporate Brands
Range Brand
BrIndividual Brand
Modifier
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