This document discusses brand portfolio management and brand extensions. It defines a brand portfolio as a collection of brands owned by a company under an overarching brand umbrella. An effective brand portfolio includes the set of all company brands, product-defining roles for each brand, and the portfolio's role in relation to products. Managing brands coordinately in a portfolio helps avoid confusing consumers and wasting resources. The document then discusses brand extensions, where a new product relies on an existing brand's name and reputation. Successful extensions allow market and sales diversification if the new product fits with the original brand. Reasons to extend brands include leveraging existing brand equity to reduce new product costs and capture long-term returns.

1. BRAND PORTFOLIO
MANAGEMENT
Module - 1
Dr . RAMKI

2. What is a Brand Portfolio?
A brand portfolio is the
collection of smaller brands that
fall under a larger, overarching
'brand umbrella' set by a firm,
company, or conglomerate

3. What should a Brand Portfolio include?
The set of all brands in a company.
Product-defining Roles – The set of roles that each
brand could play.
Portfolio Roles – The role that the portfolio plays, in
relation to the products.
Brand Scope – The dimension (product categories,
subcategories, and markets) of the brand portfolio.

4. Why is Brand Portfolio Important ?
Managing brands in a coordinated way helps a
company to avoid confusing its consumers,
investing in overlapping product-development
and marketing efforts, and multiplying its brands
at its own rather than it’s competitors' expense.

7. How Brands use Portfolio to segment themselves in the Market

8. BRAND EXTENSIONS

9. Brand Extensions - Learning Objectives
 Students will understand the Brand Extensions in Detail
 Advantages & Disadvantages of Brand Extensions
 Types of Brand Extensions
 Brand Stretching

10. What are Brand Extensions?
• Brand extension is the introduction of a new product that relies on
the name and reputation of an established product.
• Brand extension works when the original and new products share a
common quality or characteristic that the consumer can immediately
identify.
• Brand extension fails when the new product is unrelated to the
original, is seen as a mismatch, or even creates a negative association.

11. How Brand Extensions Work?
• Successful brand extensions allow companies to diversify their
offerings and increase market share. They can give the company
a competitive advantage over its rivals that don't offer similar
products. The existing brand serves as an effective and
inexpensive marketing tool for the new product.

12. Why Extend Brands ?
• PIGGY BANK ON EXISTING BRANDS

13. Why Extend Brands ?
• COST OF NEW LAUNCHES CAN BE REDUCED

14. Why Extend Brands ?
• BRAND POSITIONING CAN BE ENCASHED

15. Why Extend Brands ?
• LONG TERM BENEFITS (RETURNS)

16. Why Extend Brands ?
• CONSUMER BENEFITS

17. Why Extend Brands ?
• PIGGY ON EXTENSIVE DISTRIBUTION

18. Brand Extension Strategy
SINGLE BRAND
EXTENSION
Example – NIVEA
LINE EXTENSION
Example – Colgate
Toothpaste
CATEGORY
EXTENSION
Example – Maggi
CORPORATE
EXTENSION
Example – ICICI
Bank

19. Types Of Brand Extensions
 Product Form Extensions
 Companion Product
 Customer Franchise
 Company Expertise
 Brand Image Or Prestige
 Brand Distinction
 Distinctive Taste, Ingredient Or
Component

20. Product Form Extensions
A Different Product Form Constitutes A Different Product Category
AMUL
MILK
AMUL
CONDENSED
MILK
DABUR
REAL
JUICES
DABUR REAL ACTIVE

21. Companion Product
Capitalize On Product Complementarities
COLGATE
DENTAL CREAM
COLGATE
TOOTH BRUSH
GILLETTE
RAZORS
GILLETTE
SHAVE
FOAM
GILLETTE
AFTER
SHAVE

22. Customer Franchise
• To Meet The Needs Of A Specific Customer Group. The focus is not
customer base but Diverse needs of Customers.
Johnson &
Johnson Baby
Shampoo
Johnson &
Johnson
BabyTalc
Johnson &
Johnson
Baby Diapers

23. Company Expertise
• Different Product Category Introduction using a Common Name
originating from a common Expertise Pool
Honda
Bikes
Honda
Cars
Honda
Gensets

24. Brand Image or Prestige
• Unrelated Product Categories based on Brand Exclusive Image or
Prestige value. It bestows great extension opportunities.
CARTIER
JEWELLERY
CARTIER
WATCHES
CARTIER
PURSES
CARTIER
PENS

25. Brand Distinction
• Achieve distinction in the form of a unique attribute, benefit or
feature which gets uniquely associated with the brand
PARACHUTE HAIR
OIL (Distinction)
PARACHUTE
SHAMPOO
PARACHUTE
CREAM

26. Distinctive Taste, Ingredient or Component
• Develop equity based on any and/or combination of taste, ingredient
or component
NESCAFE
CHOCOLATE
NESCAFE
CHOCOLATE
NESCAFE
BISCUITS
NESCAFE
COLD COFFEE

27. Brand Extensions Checklist
 What is brand awareness level?
 What are its recall and recognition levels?
 What benefits associations are connected with the brand?
 What are brand’s personality associations?

28. Brand Extensions Checklist
 What are the symbols associated with the brand?
 What are brand’s user associations?
 What is the perceived essence of the brand?
 What is the brand’s philosophy?

29. Thank You !! Dr. RAMKI