Develop new brand elements

Apply existing brand elements

Use a combination of old and new

Devising a branding strategy-------------------------------------------------------------------------------------------------------------------------------------------------------------------------

Brand extension-------------------------------------------------------------------------------------------------------------------------------------------------------------------------

• It is marketing strategy in which a firm marketing a product with a well developed image uses the same brand name in a different product category. Organisations use this strategy to increase and leverage brand equity.

• When a new brand is combined with an existing brand, the brand extension can also be called a Sub-brand.

• An existing brand that gives birth to a brand extension is the Parent brand.

• If the parent brand is already associated with multiple products through brand extension, then it may also be called a Family brand.

line extension-------------------------------------------------------------------------------------------------------------------------------------------------------------------------

• When a brand is used to brand a new product that targets a new market segment within a product category currently served by the parent brand.

category extension-------------------------------------------------------------------------------------------------------------------------------------------------------------------------

• The parent brand is used to enter a different product category from that currently served by the parent brand.

ITC limited products Hindustan Unilever limited products

Advantages of brand extensions-------------------------------------------------------------------------------------------------------------------------------------------------------------------------• Improved odds of new-product success• Positive feedback effects• Avoid costs of developing a new brand• Allow for packaging and labelling efficiencies• Permit consume variety seeking

disadvantages of brand extensions• Brand dilution• Can confuse or frustrate consumers• Can fail and hurt parent brand image• Loss of reliability

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Branding decisions-------------------------------------------------------------------------------------------------------------------------------------------------------------------------

Individual or separate family brand names

Ex: Procter & Gamble

Corporate umbrella or company brand name

Ex: TATA

Sub-brand nameEx: Kellogg

Brand portfolios-------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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

Pepsico brand portfolio

FLANKERS CASH COW LOW-END ENTRY LEVEL

HIGH-END PRESTIGE

Reasons for brand portfolios-------------------------------------------------------------------------------------------------------------------------------------------------------------------------

• Increasing shelf presence and retailer dependence in the store• Attracting consumers seeking variety• Increasing internal competition within the firm• Yielding economies of scale in advertising, sale, merchandising, and

distribution

1. www.google.com2. www.bendaggers.com3. hdw.eweb4.com4. thepaperwall.com5. pinterest.com6. Flickr.com7. www.desktopimages.org8. absolutfoundry.com9. www.behance.net10.www.theleagueofmoveabletype.com11.fontfabric.com12.http://www.slideshare.net/jogiyadav/brand-equity?related=1