product management

1. Brand Name Processing,
Brand Extension, Brand
Stretching
Rahul Mukundan

2. Why do you need branding?
It is essential for your business’s success that you are clear about what it
stands for. A strong brand can accelerate business performance and lift a company from
obscurity to a top position in the marketplace. By using branding tools – such as brand
positioning, brand design, MARKETING, advertising, and brand management – in a
systematic and intelligent way, positive associations with your brand can be generated in
people’s minds that will benefit and grow your business.
Branding should be seen as an integrating part of your business practice –
what keeps it together and drives it forward. It should inform all business decisions and
operations, spanning across your organization – in personal interactions, corporate culture
and communications, products and services – and be driven from top management to
employees and inside out at all times. It is a never ending process.

3. Branding process
Phase 1 - Define & Assess
Phase 2 - Holistic Strategic Planning
Phase 3- Creative Approach
Phase 4 - Execution & Implementation
Phase 5 - Measurement & Analysis

5. Branding influences virtually every activity in the enterprise with
each point of customer contact. A well-defined, well-positioned, strong
brand influences employees and customers to think of a company in
terms of positive brand attributes: quality, dependability, trust,
reliability. It is the reason why employees and customers become loyal
to a company. Brand building is a process that establishes and
solidifies a relationship between your company, your employees,
and your customers.

6. Data gathering is the beginning of creating your dynamic brand. The information collected will serve as the road-map
for building the brand and positioning it successfully in the market-place.
▪ Fact finding include:
▪ Brand audit
▪ Data gathering - i.e. interviews, workshops
▪ Distribute questionnaires - executives, leaders, employees, customers
▪ Define target market
▪ Identify revenue & market-share goals
▪ Gather competitive intelligence
▪ Review existing brand materials i.e printed collateral
▪ Explore industry & associations
▪ Identify brand touch-points
Phase 1 - Define & Assess

7. Phase 2 - Holistic Strategic Planning
Facts and your vision collaborate and creatively merge to establish the foundation of your brand
messaging platforms. Phase 2 is the essential lead to the creative approach that translates the strategy into
tactical communications tools.
Holistic BrandTranslation
▪ Internal (build pride, esteem & involvement for employees)
▪ External (build buzz, excitement for prospects, present and past customers)
Message Development
▪ Vision, mission & values
▪ Value proposition
▪ Go-to-Market strategy
▪ Brand Personality, Positioning, Identity &Architecture
▪ Tagline
▪ Deliver Brand Messaging Platform

8. Creative Direction
▪ Graphic design & Image Crafting
▪ Color Palette
▪ Layout
▪ Establish company voice/tone
▪ Review logo (design, emotion, logic)
▪ Review website (design, functionality, strategy)
▪ Review all other brand reflections in communication tools

9. Phase 3 -Creative Approach
Here we build a comprehensive Marketing Communications Program (MCP). A concurrent,
integrated MCP channeled across all media drives the delivery of a powerful brand message
across every customer and employee touch-point.
Corporate Identity System
▪ (logo design, signage, stationary, business cards, proposal template, email auto signature etc.)
▪ Brand and style guidelines for all media
Website with Optimized SEO
▪ Content development and management
▪ Copywriting
▪ Videos
▪ Webinars
▪ Lead Generation

10. Phase 4 - Execution & Implementation
External & internal brand launch is in this phase. One of the key indicators of a successful
brand is building consensus, involvement and emotional connection with employees and stakeholders.
Externally the campaign will include a concurrent, integrated campaign in each applicable marketing realm.
▪ Content development & copywriting
▪ Production (digital, print, product)
▪ Media plan
▪ Press conference brand launch
▪ Newspaper/magazine placement (if applicable)
▪ Radio/TV media tours (if applicable)
▪ Speaking engagements (if applicable)
▪ Direct Marketing
▪ Conferences
▪ Tradeshows

11. Phase 5 Measurement & Analysis
Measurement of ROBI begins at the launch of your brand initiative. All data
collected will be measured against previous years' data (if applicable) such as leads
generated, sales, client touch points, channels used etc.

14. BRAND EXTENSIONS
A Brand Extension occurs when a firm uses an established brand name to
introduce a new product When a new brand is combined with an existing brand , the
brand extension can also be called a sub-brand.
An existing brand that gives birth to a brand extension is the parent brand.
If the parent brand is already associated with multiple products through brand
extensions, then it may also be called a family brand.

15. LINE EXTENSION
The parent brand is used to brand a new product that targets a new market segment with
in a product category currently served by the parent brand.
A line extension often adds a different flavor or ingredient variety, a different form or size,
or a different application for the brand.
Eg: Head & Shoulders

16. Head
&
Shoulder’s
Extension

17. Coke’s Line Extension

18. CATEGORY EXTENSION
The parent brand is used to enter a different product
category from that currently served by the parent brand.
Eg: ITC

19. ITC’s Category Extension

20. Why Brand Extensions?
Leveraging brand equity/value by introduction of logical & complementary
new product categories
E.g HP
Product Innovation to surpass consumer expectations
It increases awareness of the brand name
Increases profitability from offerings in more than one product category.
It’s a great way to reinforce a brand, reach out to new customers, create a BUZZ

21. Facilitate New Product Acceptance
 Improve brand image
 Reduce risk perceived by Customers
 Permit consume variety-seeking

22. Increase the probability of gaining distribution and trial
Increase efficiency of promotional expenditures
Reduce costs of introductory & follow-up marketing programs (save 40-80%)
E.g. Apple iPods
Avoid costs of developing a new brand
Allow for packaging & labeling efficiencies

23. Provide Feedback Benefits to the Parent Brand and Company
 Clarify brand meaning
 Enhance the parent brand image
 Bring new customers into brand franchise and increase market coverage
 Revitalize the brand
 Permit subsequent extensions

24.  Can confuse or frustrate consumers
 Can encounter retailer resistance
 Can fail & hurt parent brand image
Xerox Computers-synonymous with copiers & no one believed they could make
computers
 Can succeed but cannibalize sales of parent brand
Amul Butter-”reduced salt butter” is slowly
eating up Amul normal butter

25.  Can succeed but diminish identification with any one category
 Can succeed but hurt the image of parent brand
 Can dilute brand meaning
 Can cause the company to forgo the chance to develop a new brand

26. THANK YOUUUU…………