Escolar Documentos
Profissional Documentos
Cultura Documentos
ByMahizharasu
Pranav Kotgire
Harsha Siddham
Vinay Guwalani
Company Profile
Brand name: ZEST
Brand logo: combination mark
Brand slogan: Be yourself
Price range: Rs.1599 to Rs.5999
Franchisee
Brand Architecture
Organising structure for
how a company manages its
brands.
It specifies certain brand
roles and the nature of
relationships between
brands.
Brand architecture provides
the blueprints for how
closely the different
brands are related, or not
related.
Brand-architecture strategy
ranges from a single brand
for all products and target
groups of a company to a
strategy in which every
single product carries its
own brand name.
ZEST
Sports
shoes
Casual
Shoes
Foot care
Accessories
Running
Loafers
Cream
Socks
Spikes
Moccasins
Foot scrub
Shoe covers
Non-marking
Linings
Laces
Brand Portfolio
Brand portfolio
strategy aims to
maximize market
coverage and minimize
brand overlap through
the effective
creation, deployment,
and management of
multiple brands
within a company
Single Brand
Zest
Casual
Zest
Sports
ZEST
Zest
Foot
care
Zest
Accessories
Portfolio Role
For building effective brand
architecture it is necessary
to identify the portfolio
roles of each brand.
It provides a tool to take
more system view of the brand
portfolio and includes a
strategic brand, a linchpin
brand, a silver bullet brands
and a cash cow brand.
A brand could even be a
combination of more than one.
is an extent to
purchase
use experience.
will have some
Sports shoes
Casual Shoes
Foot care
Accessories
Running
Loafers
Cream
Socks
Spikes
Moccasins
Foot scrub
Shoe covers
Non-marking
Linings
Laces
Portfolio Graphics
Visual representations of a
brand are called portfolio
graphics.
The identifying logos,
trademarks, packaging,
symbols, product designs,
taglines and even the touch
and feel aspect of the
product are all included in
portfolio graphics.
These are helpful towards
building a strong brand,
and drive the purchase
toward the brand.
Leveraging Strategies
Line extension
Co-branding
Vertical extension
Brand extension
Brand Extension
References
http://www.extension.iastate.edu/agdm/whol
efarm/html/c5-53.html
http://www.themanagementor.com/kuniverse
/kmailers_universe/mktg_kmailers/BPS2003_
1.htm
http://www.businessdictionary.com/definition
/brand-portfolio.html
Thank You