Alternative Branding Strategies
Multiple
Branding
Strategies
Sunbeam
makes:
• Sunbeam
Iron
• Sunbeam
crockwear
Toro makes:
• Toro snow
blowers
• Toro lawn
mowers
• Toro garden
machines
Multibranding Private
Strategy
Branding
Strategies
A&P has:
AnnheuserBusch makes:
• Ann Page
canned goods
• Budweiser
• Ann Parker
• Busch
bakery goods
• Michelob
•Eight O’Clock
• Wurtburger
coffee
• Hofbran
Sears has:
Procter &
Gamble makes: • Kenmore
appliances
• Tide
• Craftsman
• Cheer
tools
• Ivory
Mixed
Branding
Strategy
Michelin
makes:
• Michelin
tires
• Sears tires
Epson makes
printers as:
• Epson
• IBM
Generic
Branding
Strategy
• Dog Food
• Peanut
Butter
• Green
Beans
• Paper
towels
• Aspirin
Branding
1.
Five Options
a)
b)
c)
d)
e)
2.
Multi-Product Branding
Multi-Mix Branding
Multi-Branding
Private- Branding
Co-Branding
Growth Strategies
a)
b)
c)
d)
Line Extensions
Brand Extension
Flanker Brand Extension
Fighting Brand
Some Brand Attribute & Image Dimensions
Attributes
Flavor/tastes
Color
Caffeine content
Style
Price
Comfort
Packages
Freshness
Size
Construction Material
Calories
Availability
Brand Name
Serviceability
Sweetness
Compatibility
Weight
Energy efficiency
Warranty
Instructions
Durability
Automation
Convenience
Ease of use
Image Dimensions
Reliable
Unreliable
Old
Young
Technical
Nontechnical
Sensible
Rash
Interesting
Boring
Creative
Noncreative
Sentimental
Nonsentimental
Impulsive
Deliberate
Trustworthy
Untrustworthy
Confronting
Rebellions
Daring
Cautious
Forceful
Submissive
Bold
Timid
Sociable
Unsociable
Brand Equity
Brand Loyalty
•Reduced
marketing costs
•Trade Leverage
•Attracting new
customers
-Create
awareness
-Reassurance
•Time to respond
to competitive
threats
Brand
Awareness
Perceived
Quality
Brand
Associations
•Anchor to which
other associations
can be attached
•Familiarityliking
•Signal of
substance/commit
ment
•Brand to be
considered
•Reason-to-buy
•Differentiate/
position
•Price
•Channel member
interest
•Extensions
•Help process/
retrieve
•Competitive
information
Advantage
•Reason-to-buy
•Creative position
attitude/feelings
•Extensions
Provide value to customer by enhancing
Customers:
•Interpretation/processing of information
•Confidence in the purchase decision
•Use satisfaction
Other
Proprietary
Brand Assets
Provides value to firm by enhancing:
•Efficient & effective of marketing programs
•Brand Loyalty
•Price/Margins
•Brand Extensions
•Trade Leverage
•Competitive Advantage
Porter’s “diamond” of national
competitive advantage
Company
Strategy,
Structure and
Rivalry
Factor
Conditions
Demand
Conditions
Related and
Supporting
Industries