Branding Final 97
-
Upload
guneet-singh-chabra -
Category
Documents
-
view
11 -
download
0
Transcript of Branding Final 97
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