Escolar Documentos
Profissional Documentos
Cultura Documentos
What I understood:
A brand....
Instils a recall factor for the product based on
What I understood:
The intangible value of a company beyond
Choosing
Brand
elements
Designing
Holistic
Marketing
activities
Leveragin
g
secondar
y
associatio
ns
Choosing
Brand
elements
Brand
names
Slogans
Charact
ers
Symbols
Logos
URLs
Meaningful
Memorable
Likeable
Protectable
Transferable
Adaptable
Choosing
Brand
elements
Designing
Holistic
Marketing
activities
Leveragin
g
secondar
y
associatio
ns
Integrated
Marketing
Designing
Holistic
Marketing
activities
Choosing
Brand
elements
Designing
Holistic
Marketing
activities
Leveragin
g
secondar
y
associatio
ns
Internal
Branding
Brand
communities
Newsletters
Brand workshops
Rewards &
Recognition
Videosowners
with
Harley
Group
messages
Sunsilk
Gang Of Girls
demonstrating brand.
Secondary
associations
Leveragin
g
secondar
y
associatio
ns
Secondary Associations
Country or geographic location of
origin
Co-branding
Co-branding uses two brand names that are
owned by two separate companies. It is
contractual.
Ingredient
branding
Example. Nike and Apple came together to
bring Music
and exercise
togetherisinbranded
an
Where
a component
or ingredient
in
sportstokit
first then in an
order
communicate
theapp.
value of the product.
Example.
Intel chipsets and processors are
Brand
Licensing
branded for selling laptops and CPUs.
Renting a brand to another company while the
parent company still owns the brand. Example.
Fisher price and Harley Davidson.
Branding Terms
Brand
line
Brand
mix
Parent
brand
Family
brand
Brande
d
variants
Brand
extensi
on
Line
extensi
on
License
d
product
Subbrand
Categor
y
extensi
on
Sub Brand
Branded house
House of Brands
Brand
mix
Line
extensio
n
Categor
y
extensio
n
HUL
SURF
EXCEL
DOVE
Surf excel
easy wash
Dove Soap
Surf excel
matic top
load
Dove soap
with
avocado
Surf excel
quick wash
Dove soap
jojoba oils
Surf excel
Bar
Dove
Shampoo
Surf excel
Liquid
Dove Face
wash
Brand
line
House
of
brands
SUNSI
LK
RIN
Advantages of extensions
The question for marketers is to know when,
where, and how to extend a brand.
The following are the advantages of brand
extensions:
Improve brand image.
Reduce risk perceived by customers.
Enhance the parent brand image.
Bring new customers into brand franchise and
increase market coverage.
29
Advantages (cont...)
Clarify brand meaning.
Permit subsequent extensions.
Increase efficiency of promotional
expenditures.
Avoid cost of developing a new brand.
Increase the probability of gaining
distribution and trial.
30
31
brand.
Extensions of Tropicana
32
Disadvantages (cont)
Can fail and hurt parent brand image.
Can succeed but hurt the image of the
parent brand.
Can dilute brand meaning.
Can cause the company to forgo the chance
to develop a new brand.
33