DEVELOPING A BRANDING STRATEGY

A firm has three main choices: 1.Develop new brand elements for the new product 2.Apply some of its existing brand elements 3.Use a combination of new and existing brand elements

BRANDING DECISIONS

ALTERNATIVE BRANDING STRATEGIES

• Individual or separate family brand names • Corporate umbrella or company brand name • Sub-brand name

Brand Portfolios

It is the set of all brands and brand lines a particular firm offers for a sale in a particular market segment. Brands can play a number of specific roles as a part of portfolio: 1.Flankers 2.Cash Cows 3.Low-end Entry Level 4.High-end Prestige

When a firm uses an established brand to introduce a new product, the product is called a brand extension. It has two categories: 1.Line Extension 2.Category Extension

Created by Bhaskar Bora, NIT Silchar, during an internship by Prof. Sameer

Mathur, IIM Lucknow.www.IIMInternship.com

DISCLAIMER