ding strategies

7/27/2019 ding Strategies

1/28

Name of Institution

Amity Business SchoolDefining Strategy

A Strategy is a systematic plan for

achieving a specific goal or result.

Whereas a Branding Strategy can be

defined as a plan of execution

conducted for a brand in order to

increase the brands market & optimize

brand functioning.


2/28

Name of Institution

Amity Business School

A branding strategy can also be describedas a plan for the systematic development

of a brand which enables it to meet its

agreed objectives.

TYPES

Product Branding

Line Branding

Range Branding


3/28

Name of Institution


Umbrella Branding

Source/Double Branding

Endorsement Branding


4/28

Name of Institution


Product Branding

Product Branding follows the concept of One Brand, One Product. This strategy

allows products to have a unique identity &Image. In this strategy brand becomesalmost synonymous with the product. LikeColgate for toothpaste or surf fordetergent.


5/28

Name of Institution


Example of Product Branding- P &G has

different brands like Tide, Ariel, Pantene,

Pampers, Crest, etc. all have different

image & identity. All these products are

not seen as the same or being offered for

the same company.


6/28

Name of Institution

Amity Business SchoolAdvantages of Product Branding

Brand becomes Synonymous with the

product.

If a brand is unsuccessful, its failure does

not affect the other brands of the

company.

Firms following product branding can

venture into unrelated market area.


7/28

Name of InstitutionAmity Business SchoolDisadvantages of Product Branding

It takes a significant amount of investment

in time, money & effort to establish a new

brand.


8/28

Name of InstitutionAmity Business SchoolLine Branding

Line Branding involves exploiting a

successful concept by extending it but

staying very close to the initial product.

Line brand starts with one product but later

extend to complementary products. Focus

in line branding is on complementaryproducts.


9/28

Name of InstitutionAmity Business SchoolExample of Line Branding

Gillette has razors, shaving gels,

aftershave. All these products complement

each other.


10/28

Name of InstitutionAmity Business SchoolAdvantages of Line Branding

Reinforces selling power of the brand &

create strong brand image.

Reduces launch cost of other products in

the same line.

New products can use existing distribution

system


11/28

Name of InstitutionAmity Business SchoolDisadvantages of Line Branding

Only a limited number of products can be

introduced in a line.

One cannot innovate too much in a line.


12/28

Name of InstitutionAmity Business SchoolRange Branding

A Range brand encompasses many

products under single banner.A Range

of products belonging to the same area of

competence are promoted through asingle promise. In range branding, brand

moves beyond product complementarity

that is it moves away from a line


13/28

Name of InstitutionAmity Business SchoolExample of Range Branding

Britannia has a sub brand- Milkman

which stocks products like ghee, milk,

milkshake, cheese, butter, etc. But the

area of competence is the same, all are

dairy products.


14/28

Name of InstitutionAmity Business SchoolAdvantages of Range Branding

Reinforces selling power of the brand &

create strong brand image.

Reduces luanch cost of other products in

the same range.

New products can use existing distribution

system.


15/28

Name of InstitutionAmity Business SchoolDisadvantages of Range Branding

An unsuccessful product will affect the

other products of the same brands.


16/28

Name of InstitutionAmity Business SchoolUmbrella Branding

Umbrella branding uses one brand name.

But, it covers diverse kinds of products

which are more or less related. Umbrella

brand can offer a line or range of products.


17/28

Name of InstitutionAmity Business School

Example of Umbrella Branding

Sony brand offers camera, phones,laptops, desktops, ipods.


18/28

Name of InstitutionAmity Business SchoolAdvantages of Umbrella Branding

Capitalization on the single brand name

results in economies of scale the in

national & international market.

Brand awareness allows launch of newproducts under the umbrella.


19/28

Name of InstitutionAmity Business SchoolDisadvantages of Umbrella Branding

Umbrella brand is a generalistic brand

instead of being a specialist.

Companies following this strategy dont

earn high revenues.

A debacle in one product may influence

other products.

An over stretched brand fails.


20/28

Name of InstitutionAmity Business SchoolSource/Double Branding

Source Branding is when Product Brand

Name+ Firms name, both are used. In

source branding product brand name &

firms name have equal status &common core value. Source/ Double

Branding may be described as Cooperate

Umbrella branding.


21/28

Name of InstitutionAmity Business SchoolExample of Source/ Umbrella Branding

Maruti+ Wagon R ; Maruti is an established

car manufacturing Company in India, so lends

equity whereas Wagon R name distinguishesit from 800, Grand Vitara, Swift & others.


22/28

Name of InstitutionAmity Business SchoolAdvantages of Source/ Double Branding

Firms name or source name brings equity

to the product.

The name of the product brand or sub-

brand adds something unique & brings

distinction or differentiation.


23/28


24/28

Name of InstitutionAmity Business SchoolEndorsement Branding

In endorsement branding a company

endorses its brands & products. Unlike

source branding firms name takes a back

seat but is disclosed to the targetaudience. Product brand name is more

significant. Its a balance between product

& umbrella branding.


25/28

Name of InstitutionAmity Business SchoolExample of Endorsement Branding

It is known to everyone that Nescafe, Milo,

Cerelac, Lactogen are all Nestle Products.

Nestle endorses its products but these

products on their own have a distinctimage & equity. But these products are

dominant & are brands in their own right.


26/28

Name of InstitutionAmity Business SchoolAdvantages Endorsement Branding

Corporate name gives a guarantee to the

product brand name. Also lends a quality

assurance.

With this strategy company enjoys the

freedom to venture in other product

categories.


27/28

Name of InstitutionAmity Business SchoolDisadvantages Endorsement Branding

May enjoy freedom of diversification but it

has to be consistent with the brand.


28/28

Name of InstitutionAmity Business SchoolDifferences between six branding

strategies

Umbrella Double Endorsement Range Line Product

Single

Image

Product+ firm

image

Source brand

passes on generic

Image

Brand

signifies area

of expertise

Focus on

Complemen

tary

Products

Individua

l image

Narrow

Expansion

Boundaries

Some

Independence

More

Independence

Products

Stem

Products

mutually

reinforce

each other

Boundar

y less

Generic

Association

Expansion in

Limited Area

Can cover Multiple

Area

Related

Products

Customers

need is

taken care

of by the

line

Unique

Associati

on

ding strategies

Documents