Devising a Branding Devising a Branding StrategyStrategyThe decision as to how to brand products is critical. When a firm introduces a new product, it has 3 main choices:

1)It can develop new Brand elements for new product2)It can apply some of its existing Brand Elements.3)It can use combination of new and existing Brand Elements

BRANDING CHALLENGESBRANDING CHALLENGES

To Brand Or Not To BrandTo Brand Or Not To Brand

Why to Brand ?Protect Unique FeaturesAttracting loyal CustomersBuilding Corporate ImageWider Acceptance

BRANDING DECISION

Branding ConceptsBranding ConceptsBrand extension Sub BrandParent brandFamily BrandBrand LineBrand Mix Or Brand Assortment

Brand Sponsor DecisionBrand Sponsor Decision

•Manufacturer Brand

Private Brand

Licensed Brand

Brand Name Decision Brand Name Decision Manufacturers and service companies who

brand their products must choose brand names to use. Four general strategies are used:

1) Individual Name Or Product Branding Strategy

Brand Name Decision Brand Name Decision

Blanket Family Name Umbrella Branding Strategy

Brand Name Decision Brand Name Decision

Separate family names for all products.

Brand Name Decision Brand Name Decision

Company trade name with individual product name