What are the important brand architecture decisions in developing a branding strategy

DEVISING A BRAND STRATEGY

DEVISING BRAND

STRATEGY

MAIN CHOICES DURING

BRANDING

Develop new brand elements for the new product.

Apply some of its existing brand elements.

Use a combination of new and existing brand elements.

1

2

3

BRAND EXTENSION

Brand extension is the usage of

an existing brand to

introduce a new brand.

The existing brand

Alternative Branding Strategy

1. INDIVIDUAL OR FAMILY BRAND NAMES

Use of different names for branding different products

2. COMPANY BRAND NAME Use of corporate brand name for entire range of products

3. SUB-BRAND NAMESCombination of two or more of the corporate brand, family brand name, or individual product brand names.

BRAND

It is the set of all brands and brand linesa particular firm offers for sale in a

particular category or market segment

1

Increasing shelf presence and retailer dependence in the store.

2

Increasing internal competition within the firm.

3

Yielding economies of scale in advertising sales, merchandising and physical distribution

Reasons For introducing Multiple Brands In A Category

CREATED BY SHUBHAM GANGILIIT(BHU), VARANASI DURING ANINTERNSHIP BY PROF. SAMEER

MATHUR, IIM LUCKNOW

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