Branding and Naming
Strategies
Chapters 11 & 12
Brand-Product Matrix:
Relationships Diagramed
• Brand line - all products sold under a brand
• Brand portfolio -set of all brands and brand
lines a company offers in a product category;
used to maximize equity (BR, Gap, ON)
• Product line - products similar in price, TA,
or distribution
• Product mix - all product lines
• Brand mix - all brand lines
Breadth of Branding Strategy:
Product Mix
• Aggregate market factors - size, growth,
stage, profits
• Category factors - competition,
bargaining power of buyers & suppliers
• Environmental factors - technological,
economic, political, social
Depth of Branding Strategy
Multiple brands are used to pursue
multiple market segments
Segment
Ford brand
Luxury (MB, Lexis)
Jaguar, LRover
Up-market (BMW,Cad) Volvo, Lincoln,
Astin Martin
Mid-price (HTN, GM,
Ford, Mercury,
Chrysler)
Mazda
Depth Tactics
• Flankers - to create stronger POP with
competition so flagship brand keeps
desired position (Philip Morris’ use of
discount Basic to protect Marlboro hi $)
• Cash cow - milked till dead (Trac II)
• Low end entry or hi end prestige - sub
brands used to leverage on basis of
price or quality (BMW Z3, 700 series)
Brand Hierarchy
•
•
•
•
Corporate - GM
Family - Buick
Individual - Park Avenue
Modifier (model) - Ultra
Branding System
• Product brand - individual positioning (P&Gs Ariel,
Tide, Dash detergents)
• Line brand - cross branding (Renault)
• Range brand - one name for a group (Green Giant
vegetables)
• Umbrella brand - one brand for products in many
markets (Canon copiers, cameras, equipment)
• Source brand - family with different names (Calvin
Kline perfume, clothing lines)
• Endorsing brand - diverse products & brands
(General Motors cars)
Equity
Corporate level image determinants
1. Common product attributes, benefits
(Quality, innovation)
2. People and relationships (customer
orientation)
3. Values and programs (social resp)
4. Corporate credibility (expertise, trust,
likeability)
Designing branding strategy
Corporate dominant
corporate brands (Kellogg)
house brands (Frosted Flakes
Mixed brands
duel brands (equal prominence)
endorsed brands (Chevy Blazer)
Brand dominant
mono brand (Absolute)
furtive brand (identity secret; Turning Leaf)
Corporate/Product
Relationships
1. Single entity: Federal Express
2. Brand dominance: Marlboro (PM)
3. Equal dominance: Nissan Maxima
4. Mixed dominance: Bosch/ Blaupunikt
5. Corporate dominance: Xerox
Acura - from equal (Acura Legend) to
corporate dominance (Acura 3.5RL)
Question
Characterize Mercedes’ Benz brand
hierarchy. How would you improve the
company’s branding strategy?
Characterize Nissan’ hierarchy. How does
their strategy differ from that of MBZ?
Naming choice for new
products
1. New brand name
2. Apply existing brand name (TracIII)
3. Combination of new with existing
brand name (brand extension)
• line extension - new flavor, Absolute
citron
• category extension - Swiss Army
luggage
Expanding meaning with
brand extensions
brand
product extension meaning
Crayola crayons paint, clay kid craft
Swiss Army knife luggage adventure
Mont Blanc pens watches
luxury
Billabong surfboard snow & all sports
skate boards
Master brands
Owning an association in the consumer’s mind: BandAid, Alka-Seltzer, Jell-O, Crayola, Vaseline
Difficult to extend directly to other product categories.
Directions for leveraging master brands are:
1. Sub-branding to give new element (DuPont
Stainmaster carpet)
2. Super-branding adds improved element
(Everready Energizer batteries)
3. Brand bundling fortifies master w/co-branding
4. Brand bridging to new category
You be the judge
Evaluate whether or not the following
brand extensions work and why
Honda lawn mowers
Smuckers’ ketchup
Visa traveler’s checks
Cracker Jack cereal
Harley Davidson wine coolers