Brand refers to a name, symbol or design used to identify a product or service. Key elements of branding include the brand name, brand mark, brand identity, image and equity. Branding strategies aim to leverage the brand name to effectively cover markets through associations, extensions and flanker brands. Sub-branding creates new brands under a parent brand while umbrella branding links sub-brands to a common brand. Flanker brands use different names for the same product. Brand extensions use the same name for new products.

1. Brand and Branding

2. Brand
• Brand : A name, word, mark,symbol,device or a combination thereof, used
to identify some product or service of one seller and to differentiate them
from those of competitors

3. • Brand Name :The part of brand consisting of a word, letter or group of
words or letters that can be vocalized.
• Brand Mark :The part of brand consisting a mark, design, distinctive
logotype , colouring scheme of picture used for purpose of identification.
• Brand Identity : It is unique set of brand associations the company aspires. It
establishes a relationship between the brand and the customer by
generating a value proposition involving functional, emotional and self
expressive benefits.
• Brand Image : Customer perception about the brand is called brand image.
• Brand Equity : is a set of brand assets and liabilities linked to a brand.

4. Branding Strategy
• Leveraging the power of the brand name to cover the market more
effectively
• Brand associations
• Why do we do it?
• Phenomenally expensive to create and promote a new brand name.
• Too many brands out there
• Increase productivity of current marketing programs

5. Sub-branding
• Creating new brands which are part of the parent brand family – expressed
as suffixes of the parent brand.
• e.g. Apple I-Pod, I-Pod Mini, I-Pod Shuffle and now the I-Pod Nano
• Sony , Sony Pictures , SonyVaio , SonyWalkman, Sony Music , Sony Bravia

8. Umbrella branding
• When you have many sub-brands, each linked to a common brand, then the
common brand is known as the umbrella brand
• E.g. Sunfeast - Cookies ,Biscuits ,Cream, Pasta ,Noodles
• Tata Sumo,Tata Safari ,TataWinger ,Tata Indigo ,Tata Nano

11. Flanker Brand
• Different brand name – same product
• Purpose: Pre-empt competition, cover the market more completely (protect your
flanks)
• E.g. Sprite , Limca, Coke, Mazza and Fanta

12. Brand Extension
• Same brand name, new product line e.g. Reebok shoes and Reebok water.
Nike shoes and Nike casuals.
• The concept of congruence determines the success of a brand extension
strategy. E.g. Johnson’s baby powder and Johnson’s baby oil – high
congruence.

15. Line Extension
• Same brand name, different product in the same product line.
• E.g. IBM PCs and IBM laptops , Dell
• Line extensions are safer strategies than brand extensions since congruence is always
higher.

17. • Ingredient branding: Branding an ingredient of the main brand, which is
often manufactured by a different company.
• E.g. Intel Inside is an ingredient brand on IBM, Dell, Compaq, etc.

19. • Complementary Branding OR Co-branding – when two or more mutually
reinforcing brands get together to jointly promote themselves (one is not an
ingredient of another).

20. Product-Market Matrix
NEW
OLD
OLD NEW
Product
Market
Diversification
Brand extension
Product Development
Co-branding
Ingredient branding
Market Development
Brand extension
Line extension
Market Penetration
Sub-branding
Flanker brands
Co-branding

21. Product Line-Brand Matrix
Brand
Name
Product
Line
EXISTING
EXISTING
NEW
NEW
Line
Extension
Flanker
Brand
Brand
Extension
Diversification