Importa

nt Brand

Architecture descisio

n

In Developing a

Branding Strategy

How to

New products?

Bra

nd

ing

Develop new brand elements for the new

product.

Apply some of its existing brand

elements.Use a combination of

new and existing brand elements.

Branding

Decisions

1.Alternative Branding Strategies

House of Brands or Individual or separate family Brand names

Ex-Ariel & Tide of P&G

Branded House or Corporate umbrella or Company Brand name

Ex- LG

2.Brand Portfolios

It is the set of all brands and brand line a particular firm offers, which

includes Flankers , Cash Cows, Low end entry level, High end prestige

bands

Ex- Hindustan Unilever Limited has most complex product and portfolio.

3.Brand Extensions

Established Brand is used to introduce a new product

Advantages• Improved odds of New Product Success: By setting up positive expectations, extensions reduce risk•Positive Feedback Effects: Line extensions can renew interest and liking for the brand and benefit the parent brand

Disadvantages

•Brand Dilution: Occurs when consumers no longer associate a brand with similar sets of products. Same happen with BIC company when it introduced BIC perfumes.

Created by ROHAN GUPTA, IIT (BHU) Varanasi,

during an internship by

Prof. SAMEER MATHUR, IIM Lucknowwww.iiminternship.com