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Professor Carl Mela BA 460 Product Management Fuqua School of Business. Brand Management System On Building A Brand Managing Across Brands. Branding Strategies. Agenda. Depth of Branding Strategy Brand Hierarchies Sub-branding. Depth of Branding Strategy.

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Branding Strategies

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Branding strategies

Professor Carl Mela

BA 460 Product Management

Fuqua School of Business

Brand Management System

On Building A Brand

Managing Across Brands

Branding Strategies



  • Depth of Branding Strategy

  • Brand Hierarchies

  • Sub-branding

Depth of branding strategy

Depth of Branding Strategy

  • How many brands (DeWalt, B&D) in a category (tools)?

  • Depends on number of segments and differences between them (e.g., Ford and Jaguar)

  • And cross effects; Corvette helps Chevy

Brand hierarchies

Brand Hierarchies

  • Pirahna by Black & Decker

  • Creates a tree structure of brands in consumers mind








Brand hierarchies1

Brand Hierarchies

  • There are positive and negative associations at each level (avoid or fix the negative levels)

    • Corporate (Duke)

    • Family (Fuqua)

    • Individual (MBA)

    • Modifier (Daytime)

  • J&J is corporate, P&G is not. Thus, benefits tend to be abstract (safety) and transfer across individual brands.

Brand hierarchies2

Brand Hierarchies

  • Family brands (Disney’s ABC) are useful when corporate brand is highly diversified or there are multiple segments

  • Individual brands are in single category (Dawn, Ivory)

    • Highly targeted, customizable, dissociated from corporate or family.

    • Inefficient and harder to extend

  • Modifiers

    • Helps to differentiate varieties

Sub branding


  • Combining levels is sub branding

  • Creates associations with family brand

  • The emphasized brand should be the one that communicates the key points of difference

    • Ralph Lauren Purple Label line

    • Acura Legend or Acura 3.2TL

  • Note, DeWalt would not be a good sub-brand, as B&D carries strong unfavorable brand associations

Branding strategies1

Branding Strategies

  • Define the levels of brands to create a logical structure across products

  • Emphasize the levels that lead to associations most pertinent to the brand

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