BRAND BRAND BUILDINGBUILDING

BRAND HIERARCHYBRAND PRODUCT MATRIX

WHAT IS BRANDING?WHAT IS BRANDING?

Brand AssociationBrand EarningBrand LoyaltyBrand EquityBrand EssenceBrand ExperienceBrand ExtensionBrand Harmonization

Brand IdentityBrand ImageBrand LicensingBrand ParityBrand PersonalityBrand ValueBrand Hierarchy

BRAND HIERARCHY - BRAND HIERARCHY -

INTRODUCTIONINTRODUCTION

• Definition• Categories

o Brand Hierarchy• Corporate Branding• Range/ Family

Branding• Individual Branding• Modifier Branding

o Sub-brand HierarchyTypes

House Of BrandsProduct BrandingBranded HouseLine BrandingRange BrandingUmbrella BrandingSource BrandingEndorser Or Sub Branding

BRAND BRAND

HIERARCHYHIERARCHY

• Corporate Brando Hindustan Unilever (HUL)

• Range Brando Dove

• Product Line/Individual Lineo Dove Shampoo

• Modifier Brando Colour Therapy

SUB-BRAND HIERARCHYSUB-BRAND HIERARCHY

VicksHead &

ShouldersOld Spice

CamayAriel

P&G – A HOUSE OF BRANDS

PRODUCT PRODUCT

BRANDINGBRANDING

PROCTOR & GAMBLEPROCTOR & GAMBLEBrand

Position

Market

ARIELARIEL TIDETIDE PANTENEPANTENE HEAD &SHOULDERS

HEAD &SHOULDERSCAMAYCAMAY WHISPERWHISPER VICKSVICKS OLD

SPICEOLD

SPICE

Detergent

Shampoo Soap Sanitary Napkin

Balm

After Shave

Detergent Shampoo

Hi Tech

Whiteness

Healthy Hair Dandru

ff

Cream

Hygiene Protection

Cold Remedy

Macho

BRANDED BRANDED HOUSEHOUSE

Tata SaltTata MobileTata Steel

Tata Indicom

TATA – THE BRANDED HOUSE

LINE LINE BRANDINGBRANDING

HINDUSTAN UNILEVERHINDUSTAN UNILEVER

AXEDEOAXEDEO

AXESHAVINGCREAM

AXESHAVINGCREAM

AXEAFTERSHAVE

AXEAFTERSHAVE

AXESOAPAXE

SOAPAXETALCAXETALC

Share Same Brand Concept and they Complement Each Other.

AXEAXE

RANGE RANGE BRANDINGBRANDING

HIMALAYA DRUG CO.

AYURVEDIC CONCEPTS

Health Care

Ayur SlimCapsulesAyur SlimCapsules

DigestiveCapsulesDigestiveCapsules

Daily HealthCapsules

Daily HealthCapsules

Cough SyrupCough Syrup

Body Care

Antiseptic Cream

Antiseptic Cream

PainBalmPainBalm

Muscle &Joint RubMuscle &Joint Rub

Hair Care

HairCleanser

HairCleanser

HairConditioner

HairConditioner

Anti-dandruffCleanser

Anti-dandruffCleanser

Anti-dandruffHair VitalizerAnti-dandruffHair Vitalizer

Skin Care

Face WashFace Wash

MoisturizingLotion

MoisturizingLotion

Hand & BodyLotion

Hand & BodyLotion

Deep Cleansing

Lotion

Deep Cleansing

Lotion

Pimple CreamPimple Cream

UMBRELLA UMBRELLA BRANDINGBRANDING

PHILIPS

TVsTVs

LightingLighting

MonitorsMonitors

ShaverShaver

PhonesPhones

IronsIrons

MixersMixers

Hi - FiHi - Fi

MedicalMedical

SOURCE SOURCE BRANDINGBRANDING

MARUTISUZUKI

800800 RitzRitzSX-4SX-4SwiftSwiftZenZen Wagon-RWagon-R AltoAlto

ENDORSER BRAND OR SUB-ENDORSER BRAND OR SUB-BRANDBRAND

MARRIOTT BRAND ARCHITECTURE

• Marriot Hotels. Resorts. Suites.• Marriot Residence Inn

• Courtyard by Marriot• Fairfield Inn by Marriot

SUB SUB

BRAND BRAND

• Definition• 3 Categories

o Descriptive Brando Lower Level Sub Brando Equality/ Co Driver

BRAND PRODUCT MATRIX - BRAND PRODUCT MATRIX -

INTRODUCTIONINTRODUCTION

• Structure• Brand - Product Relationship• Product - Brand Relationship• Branding Strategies

BRAND PRODUCT BRAND PRODUCT

MATRIXMATRIX

• Structure

Product

PRODUCTS

BRANDS

A

B

M

:

1 2 .. N

BRAND - PRODUCT BRAND - PRODUCT

RELATIONSHIPRELATIONSHIP

• Rows in the Matrix represent Brand - Product Relationship

1. Brand Extension Strategy2. Brand line

o Line Extensiono Category Extension

PRODUCT - BRAND PRODUCT - BRAND

RELATIONSHIPRELATIONSHIP

• Columns in the Matrix represent Product – Brand Relationshipo Brand Portfolioo Brand Portfolio Strategy

FINAL SET OF FINAL SET OF

DEFINITIONSDEFINITIONS

• Product Line

• Product Mix

• Brand Mix

BRANDING BRANDING

STRATEGYSTRATEGY

• What is Branding Strategy?

• Breadth of Branding Strategy

• Depth of Branding Strategy