Brand-Product Relationship
Brand-Product Relationship
Introduction
Six types of relationship between brand and product (or service)
• product brand
• line brand
• range brand
• umbrella brand
• source brand (or parent brand)
• endorsing brand
2
Brand-Product Relationship
Product-Brand Strategy
Company X
To assign an exclusive name to a product,
having its own individual positioning
Brand portfolio
correspond to
product portfolio
Brand A
Brand B
Brand N
Product A
Product B
Product N
Each new product receiving its own personal brand name
Positioning A
Positioning B Positioning N
▶적용한 사례에는 어떤 것이 있을까?
□ P&G: detergents-Ariel, Tide, Dash
□ Food sector: bring out new specialty product
-> product-brand portfolio is extensive
□ Mineral water: evian, perrier –strict indication of identity
(Post-it)
‘Branduct’현상을 빚을 수도 있음 (product가->category가 됨)
▶좋은 점과 나쁜 점
□ 좋은 점:
●각자의
브랜드가 독립적이므로,
▶ 언제 이 전략을 쓸까?
실패하더라도 다른 브랜드나 회사이름에
□for firms focusing their attention on a particular market
먹칠을 하지 않는다.
-by occupying several segments having different types of expectations
and needs-< maximizing its share of the market
●
Shelf-space의 영향을 받지 않는다.
□ 나쁜 점
□When segments are not too different
-Choosing one name per product helps the consumer see each other
as being different
●
브랜드 런칭시 막대한 마케팅비용
□for highly innovative firms who wish to preempt a positioning
-if the first brand in a new segment turns out to be satisfactory, it
inherits the pioneer advantage; copy가 일어남
3
Brand-Product Relationship
Line-Brand Strategy
Line-Brand extends its specific concept across different products
Cross Branding; product with complementary features
▶적용한 사례에는 어떤 것이 있을까?
□ Renault: 각 모델에 Baccara version; a line brand indicating leather
seats, a luxurious interior, etc.
□ beauty-care industry: a complete line of products go with for
balding man
□ L’Oreal’s Studio Line: offering youngsters a structuring gel, etc.
▶ 언제 이 전략을 쓸까?
□established by building on the success of the original product with
practical variations of a closely associated nature.
Eg) typical approach followed by perfumes
▶좋은 점과 나쁜 점
□ 좋은 점:
● It raises the selling power of the
brand and creates a strong
image of consistency
● It leads to ease of line extension
● It reduces launch costs
□ 나쁜 점:
● It lies in the tendency to forget that
a line has limits
● A powerful innovation could slow
down its development
Eg) Nestle-Bolino
4
Brand-Product Relationship
Range-Brand Strategy
Brands bring all their products together under one promise or positioning
Brand
Brand Concept
Brands bestow a single name and a promise on a group of products
having the same level of ability
A
B
C
D
N
▶적용한 사례에는 어떤 것이 있을까?
□
To assist its
consumers in
making sense of
the scientific
wording on
products
Clarins
Concept: the specialist
In beauty care
Cream Solutions Fluids Gels Etc
Soothing line
Slimming and
forming line
Line Y
○
○
○
○
▶좋은 점과 나쁜 점
□ 좋은 점:
● It avoids the random spread of
communication by concentrating
on one single name
○
○
○
□ food sector (Green Giant, Dole), cosmetics, clothes (Benetton,
Kookai, etc) kitchen equipment (Moulinex, Seb,.) accessories
(Samsonite,.)
▶ 언제 이 전략을 쓸까?
□ 나쁜 점:
● The Brand’s opacity as it expands
♣해결책: 1. the brand needed to be
nurtured in such a way as to express its
individuality
2. The consumer has to be
assisted in sifting through the mass of
products -> converted to product lines
□ Building up Brand awareness (which can be shared by products)
□ Refining brand concept
♣Approach: by concentrating on specific products, called vector
product -> shared by the other products in the range not directly
mentioned
5
Brand-Product Relationship
Umbrella-Brand Strategy
The same brand supports several products in different markets, each
with its own communication and individual promise
Yet each product retains its generic name
Brand
Products or
services
A
B
Specific
Communications
By product
Or service
A
B
C
N
C
N
▶적용한 사례에는 어떤 것이 있을까?
□ Canon: cameras, photocopiers, and office equipment under one name
□ Yamaha: motorcycles, pianos, guitars
□ Mitsubishi: banks, cars, domestic appliances
▶ 언제 이 전략을 쓸까?
□ favored by multinational corporations marketing worldwide
-being already established, their name and reputation is a major asset
in entering segments or areas which they had not previously
penetrated.
-> awareness of the brand brings about immediate approval
▶좋은 점과 나쁜 점
□ 좋은 점:
● Capitalization on one single name
● Little marketing investment is required
□ 나쁜 점:
● Each division within the organization
handles its own communication(to get the
best out of the particular market in which it
operates)
● Awareness resulting from the umbrella
effect is not sufficient
● An accident occurring with one product
can affect the other products under the same
umbrella
● The more a brand covers different
categories, the more it stretches and
weakens- greatest handicap is its
vertical extension
6
Brand-Product Relationship
Source-Brand (Parent) Strategy
Identical to umbrella-brand strategy,
Apart from
Products are now directly named
Parent Brand
Personal brand Brand A
names
Specific
Communication Promise A
Products
Product A
Or Line A
Brand B
Brand C
Promise B Promise C
Product B
Or Line B
Product C
Or Line C
▶적용한 사례에는 어떤 것이 있을까?
□ Perfume: no longer come under a generic tag, such as eau de
toilette or eau de parfum, but each has its own name,
e.g., Jazz, Poison, Opium, Nina, etc
-> two tier brand structure known as double-branding
▶ endorsing brand와의 차이점
□ source brand: the offspring may have their own Christian names, but
are still tied to the family spirit which dominates
□ endorsing brand: products follow their singular paths under a simple
common guarantee
♣ problem with many brands is that they have converted from source
brands to endorsing brands.
▶좋은 점과 주의할 점
□ 좋은 점:
● ability to impose a sense of
difference and depth
e.g. chanel: coco and no.5
□ 주의할 점:
● overstepping the limitation of the
parent brand’s core identity;
keeping within strict boundaries
where brand extension is
concerned.
♣해결책: if looking for greater
freedom, endorsing-brand
strategy is more suited.
7
Brand-Product Relationship
Endorsing-Brand Strategy
It gives its approval to a wide diversity of products
grouped under product brands, line brands or range
brands
Promise A
Product A Product B
Or Line A Or Line B
Brand A
Each product is still free to show its originality;
hence the wide variety of names and symbols
Promise B Promise C
Placed lower down in
its basic reassuring
role
Brand B
Product C
Or Line C
Brand C
Promise N
Product N
Or Line N
Brand N
Endorsing Brand
▶좋은 점
▶적용한 사례에는 어떤 것이 있을까?
□ GM: Pontiac, Buick, Oldsmobile, Chevrolet, etc
□ Kellogg: Country Store, Rice Krispies, Frosties, etc
( Kellogg normally tends towards product brands-Frosties, All Bran,
Corn Flakes, etc refers to particular products)
□ Nestle: Crunch, Golden Graham, Nescafe, etc
♣표시형식: indicated either by an emblem next to the brand or as a
simple name
□ 좋은 점:
● grater freedom of maneuverability
which it confers
e.g. Nestle: baby food, children;s
chocolate, coffee, soup market
●
profits from the advantages offered
by specifically named products.
●
less costly ways of giving substance
to a company name and allowing
it to achive brand status.
8
Brand-Product Relationship
Conclusion
In reality, firms adopt hybrid
configurations in the form of
a range, umbrella, parent, or
endorsing brand, according
to the products.
9
Brand-Product Relationship
A Case of Brand Proliferation
Use the name of one of its existing primary brands,
to capitalize on them
and nourish them.
(3M)
Overhead
projectors,
cameras
Medical
adhesives
Post-it
Extra, Magic
W
Y Z
Video cassettes
“Racoon” (nick name)
▶New philosophy emphasizes 3M’s role
as an endorsement brand.
Generic
denomination
Schotch Brite
□ Corporate Branding Policy Committee 설립
● Establish
(3M medical
division)
Schotch
3M
Sometimes with the
3M endorsement,
sometimes alone
brand proliferation
and dilution of identity
-세계 29대기업임과 동시에 6만개이상의 제품을 판매,
But 인지율은 매우 낮음 (65%보조상기율, 25% 친숙도)
corporate guidelines for brand use
● Review the brand’s world strategies
● Approve any new brand requests
□ New guidelines introduced
1.
The trademark 3M should endorse all products
(with one exception, a cosmetic line)
2.
No products would carry more than two brands.
3.
All brands will be global, which means no more
creation of local brands.
□ 신브랜드 개발을 위한 전제조건
Will the product create a new primary demand?
(Post-it)
brand proliferation
Policy
It has 1,500 product brands,
which are correspondingly specialized,
and each one receives too little financial support
to be properly supported.
Furthermore, the effect is to create a screen,
Hiding the corporation 3M.
Sub brands -allowed only when the primary brand
alone does not accomplish sufficient
differentiation
1989: 73 new brands created
1991: 4 created
brand portfolio: 1500-> 700개로 줄임.
10
Brand-Product Relationship
Selection Criteria
Choosing a brand policy is not a stylistic exercise,
but a strategic decision to promote products
with a long-term brand capital aim.
1.
2.
3.
Carvet
France
Specific type of
Bordeaux wine
The Carvet brand has meaning
only when it can offer a plus
which other Bordeaux cannot
The product or service
Consumer habits
The firm’s competitive position
Club Med
Abroad
Multiproduct name
Club Med는. product brand 전략을 쓰는 대부분의 호텔 Hilton, Sheraton, Meridien, Sofitel등과는 달리, rangebrand policy를 적용한다
Economy hutted
villages
… …. … ..
Luxury golf
hotels
No appreciable
wine-producing Industry
Club Med
Unitary Brand name
Consumer is more accustomed
to interpreting the various pointers
to specification on wine label:
region, vintage, type of vine, year
Consumer may not fully
appreciate the meaning
of ‘appellation’, vintages,
and other details.
&
Advertising Campaign
Despite their differences, all these products
Product brand
Umbrella brand covering
many generic French
regional wines
share the same model and values.
Their common features speak louder than
their differences.
Denominative policy results from a recognition of the brand’s duties as expected by the customer,
When compared with the function and meaning of other product-. range-, and line-brand names,
Including objective and subjective quality indicators such as packaging, advertising
and the retailer’s own prescription and advice.
11
Brand-Product Relationship
Selection Criteria
Major corporations selling to both industrial and consumer markets
must decide how much emphasis they will put on product brands and
how much visibility they will give to the corporate name
Trend now exists in favor of corporate branding
For a long time, corporations remained hidden for security purposes: in the event of problems with one of brands,
The corporation would not be hurt. Reciprocally, the brands would not suffer from corporate problems.
However, the advantages in the uncommon event of crisis are now outweighed by certain disadvantages.
Ie) Unilever: is starting an endorsement policy in Europe and adds its corporate name in small type under its Persil
Akzo: remained largely unknown; gained a poor image in terms of its technology because of this lack of visibility
Johnson’s: all products are endorsed by Johnson’s, despite their being strong product brands in their own right.
ICI
Branding policy
● A Top-down policy (umbrella-brand policy)
-a range of technical products which remain unbranded
(polyurethanes)
● A hand-in-hand policy (endorsement-brand policy)
-adds its corporate reputation and reassurance on
technology and quality for the customers of famous
mass-market brands (Dulux-paint)
● A product brand-only policy (makes no reference at all)
-Tactel(fiber-fashion industry) is far removed from the
imagery of the chemical industry
GE
● The monolithic one (GE as an umbrella brand)
-GE signs the product or company as single-brand
(GE Silicones, GE Aircraft Engines, GE Motors)
● The endorsement type
-GE signs adjacent to a specific product or company
name (GE-X)
● The holding type
-GE is discretely mentioned in such term as
(X, member of the GE group)
● The autonomous product or company
-making no reference to GE
All companies must define strict guidelines with which to face these naming and branding decisions.
Guidelines bring rationality and coherence to decisions so far made according to each manager’s
Subjectivity. They become a tool of consensus and delegation. This is all the more necessary if the
Company is international and sells innumerable products.
12
Brand-Product Relationship
Product Names: What Autonomy?
7 forms of strategy; Increasing degrees of autonomy
The product do not have
their own names
The brand dominates
The product
-stamp of the powerful brand;
-emphasizes a brand whose
Ie) Lacoste shirt, socks, sweaters… image is reflected in every model.
-사치품에만 쓰여지는 것이 아니라
product status를 올리기 위해
사용되기도 함.
ie) St. Michael, Sony 등
-The customers will will discover
-not suitable for weak brands,
Since they are unable to inject
a common quality or spirit
into the products bearing
their name
the brand identity.
Totally autonomous product
brand, with no offshoots or
Affiliations
Ie) Signal, Crest, Persil, Jif, and Sun
all the objective and subjective
attributes which go to make up
ie) Mercedes: call its models
the 190, 200, and so on.
In naming, it provides
A forceful reminder of
The source brand
-Each product is simply
a variation on the brand’s values
deriving from a common core.
ie)Diorssimo, Miss Dior…
-strict association between brand
and product allows the rising brand
to express its identity and system
of values by means of those
little extra touches.
-The principle should not be
applied to too many products
at one time.
Ie) Nescafe, Nesquick, Nestea..
The relationship between product
and brand is bottom-up
-Nominal and semantic detachment allows
brand to extend without destabilizing the
heart of the brand.
Ie) Dior’s Capture and Poison perfumes,
Johnson’s Pledge
-Exhausted or weak brands에 좋음.
Ie)car industry; Renault의 경우 R5, R9에서
1990년 ‘own-name’ policy로 바뀜.
Clio, Chamade의 이름을 달고 나타남.
Wish to show an
association between
brand and products
through suffix,
-The brand takes them under
Its exclusive wing, expressing
their innovative qualities.
Ie) Lancome: Niosome,
Noctosome…
Wish to show an association
Between brand and products
through term (ex:prefix)
Ie) Clarins: ‘multi-tensing gel’, ‘multirestoring fluide’ -단순한 generic name 아님.
1. Prefix가 모든 제품에 나옴.
2. Clarins chose to capitalize on term:
‘multi’ infers a complete course of
treatment, corresponding to the
Clarins identity and intent.
->product line rather than mono
products
The choice between these policies depend greatly on the strength of the brand and its will,
the strength of its new products, and the force of its commercial strategy.
☞ Firms that have extensive growth policy in an effort to capture a larger share of the market
-Range로 제품 출시하기 보다 특정한 이름을 가지고 부각시키는 것이 좋다. (P&G-세제)
☞ Firms opt for an intensive policy by developing their sales to existing customers
- range로 제품을 출시하는 것이 좋다. (ex-Apple; MacWrite, MacPaint, etc)
13
Brand-Product Relationship
Retailer Brand Policies
similar firms competing in the same area
[Retailer sector]
Wide range of brand policies
Umbrella brand
Retailer brands have typically been umbrella brands,
exclusive to the retailer, each covering a number of
groceries
cosmetics
products within a similar sphere
Sainsbury: began as far back as 1869
Houseware
Co-op: officially register its brand in France in 1929

The retailers saw these products in an essentially defensive role, a reaction against reluctant manufactures
who were not supplying them.
Carrefour (1976) – 1. a new type of retailer brand known as ‘banner’. => signifies an attacking strategy.
Umbrella brand 로 많은 제품군을 cover함. 단일 색상 패키지로 retailer signature없이 emblem의 guarantee만 있음.
2. ‘banner’의 성공으로 인해 ‘freedom’이라는 새로운 product line을 출시함. => stance: national brands처럼 좋으면서 값싼
3. 다른 Retailer들에게 응급 상황을 가져다 줌. 경쟁이 치열해지면서 대형 할인점에는 generic과 unbranded 제품이 난무하기
시작함. 이들은 National brand 보다 quality가 떨어지며 값은 30~40%가량 더 싸며 package상 아무 장식도 없음.
4. 소비자 인식상 값싼 generic 제품과 banner brand와 차이에 대한 혼돈이 빚어짐.
☞ banner 브랜드는 retailer의 이미지를 강화시키고 새로운 품질을 개선 시키는데에 목적이 있었으나 이러한 혼돈으로 말미암아
Banner brand는 retailer의 이미지를 오히려 악화시키기에 이르렀다.
5. 결국 Carrefour는 ‘freedom’ line을 접고, 대신 corporate branding policy를 출시함.
‘Own brand’ or ‘Private label’-different name from that of the retailer, Ie) Marks & Spencer - St. Michael.
-share one essential difference from their earlier counterparts
-in many cases they are product or line brands, designed to capture customers from the market leader,
hence the name ‘counter brands’.
□ tactic: 1. Major brand를 타겟으로 잡는다
2. 타겟과 가장 흡사하게 브랜드 네임과 패키지, 외관 디자인 및 색상을 결정하여 차이점을 눈에 띄지 않게 한다.
☞ 유사한 모방과 저렴한 가격으로 major brand의 R&D 투자와 품질, 마케팅의 이익을 누릴 수 있다.
※ retailer의 shelf에 물건이 빠질 것을 두려워하여 불공정한 경쟁에 대한 법적인 조치를 취하는 것을 꺼린다.
14
Brand-Product Relationship
Retailer Brand Policies
Brand Owner
Brand’s Main Purpose
Manufacturer
To capture clientele of
A targeted brand
Retailer
Counterbrand
To personalize the product
Product brand
Own-label
To incorporate the
Product among others
Line brand
Range brand
Own-label
Umbrella brand
(Banner brand)
Retailer named brand
To identify the product source
Source brand
Endorsing brand
To indicate the manufacturer
Corporate branding
15
Breakdowns in the Brand-Product Relationship:
A Few Classic Examples
Brand-Product Relationship
Brand-product relationship organization aims at
optimally managing the image flows.
•
Descending flows; from the brand to the products
-whenever their sales could be increased by
the application of a source-effect.
•
Regenerate brand
-thanks to a bottom-up image flow
•
Horizontal flows between the products
-themselves can be a source of added value
and may lead the consumer to try more products.
B
P1
Pn
Horizontal flows between the products
All brand architectures는 initial goals를 성취하도록 노력해야 한다.
16
Breakdowns in the Brand-Product Relationship:
A Few Classic Examples
Brand-Product Relationship
Classic cases of failure
1. A brand disappearing behind one of its products
-the most frequent case; Parent brand가 서서히 실체를 잃음.
-향후의 제품도 그 (힘을 잃은) parent brand로 출시할 예정이었을
경우 문제는 더욱 심각해짐.
-brand range의 한 제품이 뜻밖의 성공을 거두었을 때 잘 일어나는 현상
Ie) Anais-Anais의 성공은 Cacharel의 identity를 잃게함
Honeywell또한 컴퓨터 사업을 접었는데에도 불구하고 과거의 과대한
광고로 인해 소비자 머리 속에 컴퓨터 회사라는 인식이 자리잡음.
2. Brand-product disconnection
-When the company prefers to remain in the background, its
image is not nurtured by its best-selling products and cannot
act as an endorsement brand on other products.
ie) Essilor: Varilux의 endorse 역할을 못함. Seiko, Nikon등에 밀림
Corning -소비자는 Pyrex를 브랜드가아닌 ware로 착각할뿐아니라
corning과 연계하지도 못한다.
3. Excessive use of product name-제품마다 브랜드를 도입
4. Range disruption or breakage
-명확한 identity구축과 구체적인 seg에서의 판매를 강화할 수 있지만
브랜드와 소비자 사이의 스크린을 만드는 것과 같다.
-parent brand나 source brand를 사용할 경우 단순한 endorsing
brand로 value나 core identity가 약하므로 특정한 제품을 단독
브랜드화한다. 하지만 brand core는 지녀야하며 이것으로부터 멀어질
수록 특정 브랜드 name이 필요함으로 double branding이 적합하다.
ie) Kellogg’s: health and nature을 brand core로 가져가고 전제품을
Generic name화. (eg. Kellogg’s Corn Flakes 등)
예외- Choco pops, Frosties 등과 같이 less health oriented, with
more fun and gimmicks -> receive double branding
-모든 브랜드는 ‘brand map’을 적용해야함.
-in case of a range brand, the products of the range must
work in synergy and complementarity to fulfill the brand
mission, but it often happens that many products in a range
have their separate lives, unexpected and even contradictory.
Product
with no mention ●
of brand
Brand
core
● Product with
a specific name
and a small mention
only of the brand
● Core
product
A ‘brand map’ visual layout of brand-product
relationships, distances and structure
Ie) Johnnie Walker
- a classic case of vertical disruption of the brand.
(a brand suffers when it signs both a basic, low-priced
product and a top-class, premium-priced product.)
-Black label은 johnnie walker 심볼을 배제한체 출시하였고,
Red label은 과다한 가격인하 정책과 리베이트로 인해 싸구려 위스키로
이미지 전락. -> johonnie walker의 자산 하락 -> brand reposition을
꾀하고자 range를 선택함. (johnnie walker와 black label의 평형을
찾아 병에 표시함. Black label 위급인 Gold label과 Premier 신제품으로
range 확대. Johnnie walker symbol의 연합 역할.)
5. The insistence on certain accounting methods.
-특정한 몇몇개의 제품을 communication하여 같은 line에 있는 제품에
대해 동시에 효과를 보려고 하는 접근에서 오는 오류.
-한 두개의 line에 대한 재정 support로 인해 특정 제품에만 몰두하면서도
모든 제품 range에 benefit을 가져올 것이라고 생각하지만 사실상 광고된
line의 특징들이 다른 제품 line에 그대로 적용되어 같은 이미지로
overshadow 된다.
ie) Playtex-Cross Your Heart, Super Look bras 등의 특정한 제품만
광고하다가 브랜드 캠페인으로 바꿈.
17