Mata kuliah : J0802 - Produk dan Merk
Tahun
: 2010
Strategi Ekuitas Merek yang Berkelanjutan
dan Brand Extention
Pertemuan 13
Outline
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Arsitektur Merek
Hirarki Merek
Merancang Strategi Merek
Advantage vs Disadvantage Brand Extension
Evaluasi terhadap Brand Extension
Brand Architecture
The branding strategy, or brand architecture, for a firms tells
marketers which brand names, logos, symbol and so forth to
apply to which new and exizting products.
The role of defining branding strategies and brand architecture
is:
• Clarify – brand awareness
• Motivate – brand image
Brand Product Matrix
1
A
Brands B
M
Products
2
….
N
• The row of matrix represent brand – product relationship
and capture the brand extension strategy of the firm
• A brand line consist of all products – original as well as line
and category extension – sold under particular brand
• The columns of the matrix represent product-brand
relationship and capture the brand portfolio strategy
• The brand portfolio is the set all of brands and brand lines
that are particular column of the matrix
Bredth of Product Mix
• Aggregate market factors
• Category factors
• Environmental factors
Depth of Branding Strategy
Is the number and nuture of different brands marketed in the
product class sold by a firm.
Some of the reasons for introducing multiple brands a category
include the following:
• To increase shelf presence and retailer dependence in the
store
• To attract consumers seeking variety
• To increase internal competition within the firm
• To yield economics of scale in advertising, sales,
merchandising, and physical distribution
Brand Hierarchy
A brand hierarchy is a useful means of graphycal portraying a
firm’s branding strategy by displaying the number and nuture of
common and distinctive brand elements across the firms’s
products revealing the explicit ordering of brand elements
Level of Brand Hierarchy
(From Top to Bottom) – might be:
• Corporate or company brand (General Motor)
• Family brand (Bulck)
• Individual brand (Park Evenue)
• Modifier (designiting item or model) (Ultra)
Corporate brand or company brand is the high level of the
hierarchy technically always consist of one brand
Family brand is used in more than one product category but
is not necessarily the name of company or corporation
Individual brand is a restricted to essentially one product
category, althougt it maybe used for several different
product types within the category
New Products and Brand Extension
Curent
Product
Curent
Market
New
Market
New
Products
Market
Penetration
Strategy
Product
Develpment
Strategy
Market
Development
Strategy
Diversification
Strategy
A brand extension occurs when a firms uses an
established brand name to introduced a new product
When a new brand is combined with an existing
brand the brand extension can also be a sub brand.
An existing brand that gives birth to a brand
extension is the parent brand
Brand extension fall into two general categories:
Line
Extension
Marketers apply the parent brand to a new
product that targets a new market segment
within a product category the parent brand
currently serves
Category
Extension
Marketers apply the parent brand to enter a
different product category from the one it
currently serves
Advantage of Extension
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Improve brand image
Rediced risk perceived by customer
Increase the probability of gaining distribution and trial
Increase efficiency of promotional expenditures
Reduced cost of introductory and follow up marketing
program
• Avoid cost of developing a new product
• Allow the packaging and labeling efficient
Disadvantages
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Can confuse or frustrate consumers
Can encounter retailer resistance
Can fail and hurt parent brand image
Can succeed but canibalize sales of parent brand
Can succeed but diminish identification with any one
category