Description
This presentation about the Brand Strategies over time.
Brand Strategies over time
Brand Architecture
Branding Strategies
? 6 models in the management of brand-product (or ? ? ? ? ? ?
service) relationshipsThe product brand The line brand The range brand The umbrella brand The source brand The endorsing brand
Product Brand
? Assignment of a particular name to only one product as well as
exclusive positioning. Adapted to the needs of innovative companies who want to pre-empt a positioning. Procter and Gamble
Brand A Brand B Brand N
Product A
Product B
Product N
Positioning A
Positioning B
Positioning N
Product Brand
? Advantages
? Multiple brands in the same market would result in a greater ? ? ? ?
consolidated market share In closely related segments, one name per product helps perceive differences better The name of the company behind the product remains unknown – facilitates risk taking Failure of one brand will have no risk of rebounding on others Greater shelf space at retailer
? Drawbacks
? Every product launch is a brand launch – advertising,
promotion costs ? RoI – R&D, promotions etc
Line Brand
? Line involves the exploitation of a successful
concept by extending it but by staying very close to the initial product or a complete ensemble with many complementary products linked by a single central concept
? Studio Line hair Products from L’Oreal ? Calgon (a Benkiser product) – dish-washer powder ,
rinsing agent, lime-scale inhibitor
Line Brand
? Advantages ? It reinforces the selling power of the brand and
creates a strong brand image ? It leads to ease of distribution for line extensions ? It reduces launch costs ? Disadvantages ? Only those products should be included that are very closely linked to existing products
Range Brands
? They bestow a single brand name and
promote through a single promise a range of products belonging to the same area of competence. ? Lacoste, Bennetton Brand
Brand Concept
Products
A
B
C
D
N
Range Brand
? Advantages ? It avoids the random spread of external
communication by focusing on a single brand name, thereby creating a brand capital ? Ease of distribution of new products that are consistent with the mission ? Drawbacks ? Brand opacity as it expands
The products can be segregated under different lines
Umbrella Brand
? Same brand supports several products in different
markets, each with their own advertising and communications - yet each product retains its own generic name ? Palmolive, Canon, Yamaha, Sony
Brand
Products or services Specific communicatio ns by product or service
A
B
C
D
N
A
B
C
D
N
Umbrella brand
? Advantages
? Capitalisation of one single name and economies of
scale on an international level ? Allows core brand to be nurtured by associating it with products it was t earlier associated ? It imposes very few constraints*
? Drawbacks
? If demands fail to appreciate, cost is high ? Result of putting a large number of heterogenous
products and services under the same brand might result in rubber effect
* Only companies able to launch superior new products can use the umbrella brand strategy
Source Brand
? Very similar to Umbrella Brand but the products are
directly named ? Yves Saint Laurent - Jazz
Parent Brand Personal Brand names Specific communicatio n
Brand A
Brand B
Brand C
Promise A
Promise B
Promise C
Products
Products A or Line A
Products B or Line B
Products C or Line C
Source Brand
? Advantages ? Ability to provide a two tiered sense of difference and depth. It is difficult to personalise an offer or a proposition to a client without any personalised vocabulary. The parent brand offers its significance and identity modified and enriched by the daughter brand in order to attract a specific customer segment
? Limits ? Necessity to respect the core , the spirit and the identity of the parent brand defines strict boundaries for extensions (Only the names that are related to the parent brand’s field of activity should be associated with it)
Endorsing Brands
? The brand endorsement can be indicated in a graphic manner by
placing the emblem of the endorser next to the brand name or in a nominal way by simply signing the endorser’s name ? Nestle (Crunch, Kit Kat, Nuts, Nescafe) ? GM(Chevrolet, Opel, Pontiac, Buick)
Promise A
Promise B
Promise C
Products A or Range A
Products B or Range B
Products C or Range C
Brand A
Brand B
Brand C
Endorsing Brand
? Advantages ? Greater freedom of movement
Note : Within the source brand concept, the family spirit dominates even if the offspring all have their own individual names . With the endorsing brand, the products are autonomous
Mixed configurations
? L’Oreal
? Range brand – Lipsticks – Needs recognition – so
places itself in the forefront ? Endorsing Brand – LineStudio Line ? Lancome
Brand Strategies Over Time
? The key to a strong Brand over time is consistency with the Brand
Identity. ? You can change the Brand Perception by Evolving the Identity: ? Update the logo, Use new Slogans, Create new Products ? You may also Augment the Identity: ? Create Sub-brands, Change user imagery, Add emotional benefits, or Create Product Extensions
Retailer Brand
? Counter brands – Brands with a brand name,
packaging, an outer design and colours that are as close as possible to the target brand ? Own brand or private label – It has a different name than that of the retailer
doc_704574322.pptx
This presentation about the Brand Strategies over time.
Brand Strategies over time
Brand Architecture
Branding Strategies
? 6 models in the management of brand-product (or ? ? ? ? ? ?
service) relationshipsThe product brand The line brand The range brand The umbrella brand The source brand The endorsing brand
Product Brand
? Assignment of a particular name to only one product as well as
exclusive positioning. Adapted to the needs of innovative companies who want to pre-empt a positioning. Procter and Gamble
Brand A Brand B Brand N
Product A
Product B
Product N
Positioning A
Positioning B
Positioning N
Product Brand
? Advantages
? Multiple brands in the same market would result in a greater ? ? ? ?
consolidated market share In closely related segments, one name per product helps perceive differences better The name of the company behind the product remains unknown – facilitates risk taking Failure of one brand will have no risk of rebounding on others Greater shelf space at retailer
? Drawbacks
? Every product launch is a brand launch – advertising,
promotion costs ? RoI – R&D, promotions etc
Line Brand
? Line involves the exploitation of a successful
concept by extending it but by staying very close to the initial product or a complete ensemble with many complementary products linked by a single central concept
? Studio Line hair Products from L’Oreal ? Calgon (a Benkiser product) – dish-washer powder ,
rinsing agent, lime-scale inhibitor
Line Brand
? Advantages ? It reinforces the selling power of the brand and
creates a strong brand image ? It leads to ease of distribution for line extensions ? It reduces launch costs ? Disadvantages ? Only those products should be included that are very closely linked to existing products
Range Brands
? They bestow a single brand name and
promote through a single promise a range of products belonging to the same area of competence. ? Lacoste, Bennetton Brand
Brand Concept
Products
A
B
C
D
N
Range Brand
? Advantages ? It avoids the random spread of external
communication by focusing on a single brand name, thereby creating a brand capital ? Ease of distribution of new products that are consistent with the mission ? Drawbacks ? Brand opacity as it expands
The products can be segregated under different lines
Umbrella Brand
? Same brand supports several products in different
markets, each with their own advertising and communications - yet each product retains its own generic name ? Palmolive, Canon, Yamaha, Sony
Brand
Products or services Specific communicatio ns by product or service
A
B
C
D
N
A
B
C
D
N
Umbrella brand
? Advantages
? Capitalisation of one single name and economies of
scale on an international level ? Allows core brand to be nurtured by associating it with products it was t earlier associated ? It imposes very few constraints*
? Drawbacks
? If demands fail to appreciate, cost is high ? Result of putting a large number of heterogenous
products and services under the same brand might result in rubber effect
* Only companies able to launch superior new products can use the umbrella brand strategy
Source Brand
? Very similar to Umbrella Brand but the products are
directly named ? Yves Saint Laurent - Jazz
Parent Brand Personal Brand names Specific communicatio n
Brand A
Brand B
Brand C
Promise A
Promise B
Promise C
Products
Products A or Line A
Products B or Line B
Products C or Line C
Source Brand
? Advantages ? Ability to provide a two tiered sense of difference and depth. It is difficult to personalise an offer or a proposition to a client without any personalised vocabulary. The parent brand offers its significance and identity modified and enriched by the daughter brand in order to attract a specific customer segment
? Limits ? Necessity to respect the core , the spirit and the identity of the parent brand defines strict boundaries for extensions (Only the names that are related to the parent brand’s field of activity should be associated with it)
Endorsing Brands
? The brand endorsement can be indicated in a graphic manner by
placing the emblem of the endorser next to the brand name or in a nominal way by simply signing the endorser’s name ? Nestle (Crunch, Kit Kat, Nuts, Nescafe) ? GM(Chevrolet, Opel, Pontiac, Buick)
Promise A
Promise B
Promise C
Products A or Range A
Products B or Range B
Products C or Range C
Brand A
Brand B
Brand C
Endorsing Brand
? Advantages ? Greater freedom of movement
Note : Within the source brand concept, the family spirit dominates even if the offspring all have their own individual names . With the endorsing brand, the products are autonomous
Mixed configurations
? L’Oreal
? Range brand – Lipsticks – Needs recognition – so
places itself in the forefront ? Endorsing Brand – LineStudio Line ? Lancome
Brand Strategies Over Time
? The key to a strong Brand over time is consistency with the Brand
Identity. ? You can change the Brand Perception by Evolving the Identity: ? Update the logo, Use new Slogans, Create new Products ? You may also Augment the Identity: ? Create Sub-brands, Change user imagery, Add emotional benefits, or Create Product Extensions
Retailer Brand
? Counter brands – Brands with a brand name,
packaging, an outer design and colours that are as close as possible to the target brand ? Own brand or private label – It has a different name than that of the retailer
doc_704574322.pptx