What are the important brand architecture Decisions in developing a branding strategy? By Sanket Badhe

1) It can develop new brand new elements for new product.

2) Brand Extension :

It can apply some of its existing brand elements.

3) Sub brand:

It can use a combination of new and existing brand

elements.

Deciding how to brand new product ?

Deciding how to brand new product ?

Brandextension

Line extension

Category extension

Line extension

New product with new flavours, forms, colours, ingredient and package size

Category extension

marketers used the parent brand to enter a different product category.

Branding Decisions

Alternative branding strategies: Firm decides to brand its produce or services, It must choose which brand name to use.

1) Individual or separate family brand names: branding different product by different names

Alternative branding strategies: Firm decides to brand its produce or services, It must choose which brand name to use.

2) Corporate umbrella or company brand name : use corporate brand name

Branding Decisions

Alternative branding strategies: Firm decides to brand its produce or services, It must choose which brand name to use.

3) sub-brand name:Combine two or more corporate brand, family brand or individual brand

Branding DecisionsBranding Decisions

Branding Decisions

Brand Portfolios

When large businesses operate under multiple different brands, services and companies, a brand portfolio is used to encompass all these entities under one umbrella. Often, each of these brands has its own separate trademarks and operates as an individual business entity.

Brand Portfolios

Thank you

“Created by Sanket Badhe, IIT Roorkee, during an internship with Prof. Sameer Mathur, IIMLucknow, www.IIMInternship.com ”