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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.
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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
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Name of Institution
Amity Business School
Umbrella Branding
Source/Double Branding
Endorsement Branding
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Name of Institution
Amity Business School
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.
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Name of Institution
Amity Business School
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.
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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.
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Name of InstitutionAmity Business SchoolDisadvantages of Product Branding
It takes a significant amount of investment
in time, money & effort to establish a new
brand.
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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.
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Name of InstitutionAmity Business SchoolExample of Line Branding
Gillette has razors, shaving gels,
aftershave. All these products complement
each other.
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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
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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.
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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
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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.
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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.
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Name of InstitutionAmity Business SchoolDisadvantages of Range Branding
An unsuccessful product will affect the
other products of the same brands.
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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.
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Name of InstitutionAmity Business School
Example of Umbrella Branding
Sony brand offers camera, phones,laptops, desktops, ipods.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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Name of InstitutionAmity Business SchoolDisadvantages Endorsement Branding
May enjoy freedom of diversification but it
has to be consistent with the brand.
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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