What are the important brand architecture decisions in developing a branding strategy?

3. Develop new brand elements
Apply existing brand elements
Use a combination of old and new
Devising a branding strategy-------------------------------------------------------------------------------------------------------------------------------------------------------------------------

4. Brand extension-------------------------------------------------------------------------------------------------------------------------------------------------------------------------
• It is marketing strategy in which a firm marketing a product with a well developed image
uses the same brand name in a different product category. Organisations use this strategy
to increase and leverage brand equity.
• When a new brand is combined with an existing brand, the brand extension can also be
called a Sub-brand.
• An existing brand that gives birth to a brand extension is the Parent brand.
• If the parent brand is already associated with multiple products through brand extension,
then it may also be called a Family brand.

5. line extension-------------------------------------------------------------------------------------------------------------------------------------------------------------------------
• When a brand is used to brand a new product that targets a new market segment within a
product category currently served by the parent brand.

6. category extension-------------------------------------------------------------------------------------------------------------------------------------------------------------------------
• The parent brand is used to enter a different product category from that currently served
by the parent brand.
ITC limited products Hindustan Unilever limited products

7. Advantages of brand extensions-------------------------------------------------------------------------------------------------------------------------------------------------------------------------
• Improved odds of new-product success
• Positive feedback effects
• Avoid costs of developing a new brand
• Allow for packaging and labelling efficiencies
• Permit consume variety seeking
disadvantages of brand extensions
• Brand dilution
• Can confuse or frustrate consumers
• Can fail and hurt parent brand image
• Loss of reliability
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8. Branding decisions-------------------------------------------------------------------------------------------------------------------------------------------------------------------------
Individual or separate
family brand names
Ex: Procter & Gamble
Corporate umbrella or
company brand name
Ex: TATA
Sub-brand name
Ex: Kellogg

9. Brand portfolios-------------------------------------------------------------------------------------------------------------------------------------------------------------------------
• The Brand portfolios is the set of all brands and brand lines a particular firm offers for sale
in a particular category or market segment.
Pepsico brand portfolio

10. FLANKERS CASH COW LOW-END
ENTRY
LEVEL
HIGH-END
PRESTIGE

11. Reasons for brand portfolios-------------------------------------------------------------------------------------------------------------------------------------------------------------------------
• Increasing shelf presence and retailer dependence in the store
• Attracting consumers seeking variety
• Increasing internal competition within the firm
• Yielding economies of scale in advertising, sale, merchandising, and
distribution

13. 1. www.google.com
2. www.bendaggers.com
3. hdw.eweb4.com
4. thepaperwall.com
5. pinterest.com
6. Flickr.com
7. www.desktopimages.org
8. absolutfoundry.com
9. www.behance.net
10.www.theleagueofmoveabletype.com
11.fontfabric.com
12.http://www.slideshare.net/jogiyadav/brand-equity?related=1