Devising a Branding Strategy

How to brand a new Product?

1. A firm can develop new brand elements for the new product.

2. Brand Extension: Firm can apply some of its existing brands elements.

3. Sub-brand: Firm can use a combination of new and existing brand elements.

How to brand a new Product?

Line extensio

n

Category extension

Brand extens

ion

Brand ExtensionLine Extension

Category Extension

Branding Decisions

Individual or separate family

brand nameCorporate umbrella or company brand

name Sub-brand name

Individual or separate family brand name

Corporate umbrella or company brand name

Sub-brand Name

Brand Portfolios

The brand portfolio is the set of all brands and brand lines a particular firm offers for sale in a particular category of market segment.

Brand Portfolios

High-end Prestige

Flankers

Cash Cows

Low-end

Entry Level

Brand Extensions Advantages Improved odds of New-Product Success

Positive Feedback Effects

Disadvantages Brand dilution

Shreya Shwetim

aFrom- IIT Bombay

Thank you