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Branding and Naming Strategies Chapters 11 & 12
Brand-Product Matrix: Relationships Diagramed <ul><li>Brand line  - all products sold under a brand </li></ul><ul><li>Bran...
Breadth of Branding Strategy: Product Mix <ul><li>Aggregate market factors - size, growth, stage, profits </li></ul><ul><l...
Depth of Branding Strategy <ul><li>Multiple brands are used to pursue multiple market segments </li></ul><ul><li>Segment F...
Depth Tactics <ul><li>Flankers - to create stronger POP with competition so flagship brand keeps desired position (Philip ...
Brand Hierarchy <ul><li>Corporate - GM </li></ul><ul><li>Family - Buick </li></ul><ul><li>Individual - Park Avenue </li></...
Branding System <ul><li>Product brand  - individual positioning (P&Gs Ariel, Tide, Dash detergents) </li></ul><ul><li>Line...
Equity <ul><li>Corporate level image determinants </li></ul><ul><li>Common product attributes, benefits (Quality, innovati...
Designing branding strategy <ul><li>Corporate dominant </li></ul><ul><li>corporate brands (Kellogg) </li></ul><ul><li>hous...
Corporate/Product Relationships <ul><li>Single entity: Federal Express </li></ul><ul><li>Brand dominance: Marlboro (PM) </...
Question  <ul><li>Characterize Mercedes’ Benz brand hierarchy. How would you  improve the company’s branding strategy? </l...
Naming choice for new products <ul><li>New brand name </li></ul><ul><li>Apply existing brand name (TracIII) </li></ul><ul>...
Expanding meaning with brand extensions <ul><li>brand product extension   meaning </li></ul><ul><li>Crayola crayons paint,...
Master brands <ul><li>Owning an association in the consumer’s mind: Band-Aid, Alka-Seltzer, Jell-O, Crayola, Vaseline </li...
You be the judge <ul><li>Evaluate whether or not the following brand extensions work and why </li></ul><ul><li>Honda lawn ...
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Mazda Presentation

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Experience Mazda Zoom Zoom Lifestyle and Culture by Visiting and joining the Official Mazda Community at http://www.MazdaCommunity.org for additional insight into the Zoom Zoom Lifestyle and special offers for Mazda Community Members. If you live in Arizona, check out CardinaleWay Mazda's eCommerce website at http://www.Cardinale-Way-Mazda.com

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  1. 1. Branding and Naming Strategies Chapters 11 & 12
  2. 2. Brand-Product Matrix: Relationships Diagramed <ul><li>Brand line - all products sold under a brand </li></ul><ul><li>Brand portfolio -set of all brands and brand lines a company offers in a product category; used to maximize equity (BR, Gap, ON) </li></ul><ul><li>Product line - products similar in price, TA, or distribution </li></ul><ul><li>Product mix - all product lines </li></ul><ul><li>Brand mix - all brand lines </li></ul>
  3. 3. Breadth of Branding Strategy: Product Mix <ul><li>Aggregate market factors - size, growth, stage, profits </li></ul><ul><li>Category factors - competition, bargaining power of buyers & suppliers </li></ul><ul><li>Environmental factors - technological, economic, political, social </li></ul>
  4. 4. Depth of Branding Strategy <ul><li>Multiple brands are used to pursue multiple market segments </li></ul><ul><li>Segment Ford brand </li></ul><ul><li>Luxury (MB, Lexis) Jaguar, LRover </li></ul><ul><li>Up-market (BMW,Cad) Volvo, Lincoln, Astin Martin </li></ul><ul><li>Mid-price (HTN, GM, Ford, Mercury, </li></ul><ul><li>Chrysler) Mazda </li></ul>
  5. 5. Depth Tactics <ul><li>Flankers - to create stronger POP with competition so flagship brand keeps desired position (Philip Morris’ use of discount Basic to protect Marlboro hi $) </li></ul><ul><li>Cash cow - milked till dead (Trac II) </li></ul><ul><li>Low end entry or hi end prestige - sub brands used to leverage on basis of price or quality (BMW Z3, 700 series) </li></ul>
  6. 6. Brand Hierarchy <ul><li>Corporate - GM </li></ul><ul><li>Family - Buick </li></ul><ul><li>Individual - Park Avenue </li></ul><ul><li>Modifier (model) - Ultra </li></ul>
  7. 7. Branding System <ul><li>Product brand - individual positioning (P&Gs Ariel, Tide, Dash detergents) </li></ul><ul><li>Line brand - cross branding (Renault) </li></ul><ul><li>Range brand - one name for a group (Green Giant vegetables) </li></ul><ul><li>Umbrella brand - one brand for products in many markets (Canon copiers, cameras, equipment) </li></ul><ul><li>Source brand - family with different names (Calvin Kline perfume, clothing lines) </li></ul><ul><li>Endorsing brand - diverse products & brands (General Motors cars) </li></ul>
  8. 8. Equity <ul><li>Corporate level image determinants </li></ul><ul><li>Common product attributes, benefits (Quality, innovation) </li></ul><ul><li>People and relationships (customer orientation) </li></ul><ul><li>Values and programs (social resp) </li></ul><ul><li>Corporate credibility (expertise, trust, likeability) </li></ul>
  9. 9. Designing branding strategy <ul><li>Corporate dominant </li></ul><ul><li>corporate brands (Kellogg) </li></ul><ul><li>house brands (Frosted Flakes </li></ul><ul><li>Mixed brands </li></ul><ul><li>duel brands (equal prominence) </li></ul><ul><li>endorsed brands (Chevy Blazer) </li></ul><ul><li>Brand dominant </li></ul><ul><li>mono brand (Absolute) </li></ul><ul><li>furtive brand (identity secret; Turning Leaf) </li></ul>
  10. 10. Corporate/Product Relationships <ul><li>Single entity: Federal Express </li></ul><ul><li>Brand dominance: Marlboro (PM) </li></ul><ul><li>Equal dominance: Nissan Maxima </li></ul><ul><li>Mixed dominance: Bosch/ Blaupunikt </li></ul><ul><li>Corporate dominance: Xerox </li></ul><ul><li>Acura - from equal (Acura Legend) to corporate dominance (Acura 3.5RL) </li></ul>
  11. 11. Question <ul><li>Characterize Mercedes’ Benz brand hierarchy. How would you improve the company’s branding strategy? </li></ul><ul><li>Characterize Nissan’ hierarchy. How does their strategy differ from that of MBZ? </li></ul>
  12. 12. Naming choice for new products <ul><li>New brand name </li></ul><ul><li>Apply existing brand name (TracIII) </li></ul><ul><li>Combination of new with existing brand name (brand extension) </li></ul><ul><li>line extension - new flavor, Absolute citron </li></ul><ul><li>category extension - Swiss Army luggage </li></ul>
  13. 13. Expanding meaning with brand extensions <ul><li>brand product extension meaning </li></ul><ul><li>Crayola crayons paint, clay kid craft </li></ul><ul><li>Swiss Army knife luggage adventure </li></ul><ul><li>Mont Blanc pens watches luxury </li></ul><ul><li>Billabong surfboard snow & all sports </li></ul><ul><li>skate boards </li></ul>
  14. 14. Master brands <ul><li>Owning an association in the consumer’s mind: Band-Aid, Alka-Seltzer, Jell-O, Crayola, Vaseline </li></ul><ul><li>Difficult to extend directly to other product categories. </li></ul><ul><li>Directions for leveraging master brands are: </li></ul><ul><li>Sub-branding to give new element (DuPont Stainmaster carpet) </li></ul><ul><li>Super-branding adds improved element (Everready Energizer batteries) </li></ul><ul><li>Brand bundling fortifies master w/co-branding </li></ul><ul><li>Brand bridging to new category </li></ul>
  15. 15. You be the judge <ul><li>Evaluate whether or not the following brand extensions work and why </li></ul><ul><li>Honda lawn mowers </li></ul><ul><li>Smuckers’ ketchup </li></ul><ul><li>Visa traveler’s checks </li></ul><ul><li>Cracker Jack cereal </li></ul><ul><li>Harley Davidson wine coolers </li></ul>
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