Alternative Branding StrategiesMultiple Branding Strategies

Sunbeam makes:

• Sunbeam

Iron

• Sunbeam

crockwear

Toro makes:

• Toro snow

blowers

• Toro lawn

mowers

• Toro garden

machines

Multibranding Strategy

Annheuser-Busch makes:

• Budweiser

• Busch

• Michelob

• Wurtburger

• Hofbran

Procter & Gamble makes:

• Tide

• Cheer

• Ivory

Private Branding Strategies

A&P has:

• Ann Page canned goods

• Ann Parker bakery goods

•Eight O’Clock coffee

Sears has:

• Kenmore appliances

• Craftsman tools

Mixed Branding Strategy

Michelin makes:

• Michelin tires

• Sears tires

Epson makes printers as:

• Epson

• IBM

Generic Branding Strategy

• Dog Food

• Peanut Butter

• Green Beans

• Paper towels

• Aspirin

Branding

1. Five Optionsa) Multi-Product Brandingb) Multi-Mix Brandingc) Multi-Brandingd) Private- Brandinge) Co-Branding

2. Growth Strategiesa) Line Extensionsb) Brand Extensionc) Flanker Brand Extensiond) Fighting Brand

Some Brand Attribute & Image Dimensions

Flavor/tastes Color Reliable UnreliableCaffeine content Style Old Young

Price Comfort Technical NontechnicalPackages Freshness Sensible Rash

Size Construction Material Interesting BoringCalories Availability Creative Noncreative

Brand Name Serviceability Sentimental NonsentimentalSweetness Compatibility Impulsive Deliberate

Weight Energy efficiency Trustworthy UntrustworthyWarranty Instructions Confronting RebellionsDurability Automation Daring Cautious

Convenience Ease of use Forceful SubmissiveBold Timid

Sociable Unsociable

Attributes Image Dimensions

Brand EquityBrand Loyalty•Reduced marketing costs

•Trade Leverage

•Attracting new customers

-Create

awareness

-Reassurance

•Time to respond to competitive threats

Brand Awareness•Anchor to which other associations can be attached

•Familiarity-liking

•Signal of substance/commitment

•Brand to be considered

Perceived Quality•Reason-to-buy

•Differentiate/ position

•Price

•Channel member interest

•Extensions

Brand Associations•Help process/ retrieve information

•Reason-to-buy

•Creative position attitude/feelings

•Extensions

Other Proprietary Brand Assets•Competitive Advantage

Provide value to customer by enhancing

Customers:

•Interpretation/processing of information

•Confidence in the purchase decision

•Use satisfaction

Provides value to firm by enhancing:

•Efficient & effective of marketing programs

•Brand Loyalty

•Price/Margins

•Brand Extensions

•Trade Leverage

•Competitive Advantage

Porter’s “diamond” of national competitive advantage

Company Strategy,

Structure and Rivalry

Demand Conditions

Related and Supporting Industries

Factor Conditions