Branding and Naming Strategies. Chapters 11 & 12. Brand-Product Matrix: Relationships Diagramed. Brand line - all products sold under a brand Brand portfolio -set of all brands and brand lines a company offers in a product category; used to maximize equity (BR, Gap, ON)
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Chapters 11 & 12
Multiple brands are used to pursue multiple market segments
Segment Ford brand
Luxury (MB, Lexis) Jaguar, LRover
Up-market (BMW,Cad) Volvo, Lincoln, Astin Martin
Mid-price (HTN, GM, Ford, Mercury,
Corporate level image determinants
corporate brands (Kellogg)
house brands (Frosted Flakes
duel brands (equal prominence)
endorsed brands (Chevy Blazer)
mono brand (Absolute)
furtive brand (identity secret; Turning Leaf)
Acura - from equal (Acura Legend) to corporate dominance (Acura 3.5RL)
Characterize Mercedes’ Benz brand hierarchy. How would you improve the company’s branding strategy?
Characterize Nissan’ hierarchy. How does their strategy differ from that of MBZ?
brand product extensionmeaning
Crayola crayons paint, clay kid craft
Swiss Army knife luggage adventure
Mont Blanc pens watches luxury
Billabong surfboard snow & all sports
Owning an association in the consumer’s mind: Band-Aid, Alka-Seltzer, Jell-O, Crayola, Vaseline
Difficult to extend directly to other product categories.
Directions for leveraging master brands are:
Evaluate whether or not the following brand extensions work and why
Honda lawn mowers
Visa traveler’s checks
Cracker Jack cereal
Harley Davidson wine coolers