Branding strategies

Branding strategies

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  Branding Strategies Prepared by- TaslimaMujawar 2/26/2017 1
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  Contents  What isbrand and brand strategy.  Types of Brand Strategies.  Multibranding strategy  Fighting brands  Private branding strategy  Mixed Branding  Attitude branding  Iconic Branding  No brand branding 2/26/2017 2
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   What isa 'Brand' A brand is a distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market.  'Brand Strategy’ A brand strategy is a formal plan used by a business to create a particular image of itself in the minds of current and potential customers. 2/26/2017 3
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  Multi-Branding Strategy  Themarketing of more than two or more brands, belonging to the same or related category, by a company is called multi-branding. In this case, the brands are mostly subtitles of each other.  Example : HUL has number of bathing soap brands, for instance Breeze, Dove, Hamam, Lux, lifebuoy, etc. 2/26/2017 4
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  Fighting Brands  Themain purpose of fighting brands is to challenge competitor brands. These brands are not designed to target consumers, but to specifically face the challenge posed by these competitor brands.  Example : Detergents. Surf excel v/s Ariel, Nirma v/s Wheel, Tide v/s Ghari, etc. 2/26/2017 5
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  Private Branding Strategy Private brands are products that are controlled and marketed by retailers. Most of the time they carry the name of the retailer on the products. Private branding is popular because it typically produces high profits for manufacturers and resellers.  Examples : 2/26/2017 6
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  Mixed Branding  ABrand Mix, also referred to as Brand Assortment, is a group of all of the brand lines by a seller that are made available to the buyer. To introduce a new product in a market, a seller can use an existing brand to do the same. This is known as brand extension. The new product could be from the same product category as currently served by the brand.  Example : Surf excel 2/26/2017 7
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  Attitude Branding  Attitudebranding is the choice to represent a larger feeling, which is not necessarily connected with the product or consumption of the product at all.  Examples : Starbucks, Apple, Nike, etc. 2/26/2017 8
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  Iconic Branding  Iconicbrands are defined as having features that contribute to consumer's self-expression and personal identity. Brands whose value to consumers comes primarily from having identity value are said to be "identity brands". Some of these brands have such a strong identity that they become more or less cultural icons which makes them "iconic brands“  Example : Harley-Davidson 2/26/2017 9
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  No Brand Branding A number of companies have successfully pursued "no-brand" strategies by creating packaging that imitates(follow) generic brand simplicity.  Generic Brand :A type of consumer product that lacks a widely recognized name or logo because it typically isn't advertised.  Examples : 1. Japanese company Muji-kitchen accessories 2/26/2017 10
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  Conclusion  Branding iscrucial for products and services sold in huge consumer markets. It’s also important in B2B because it helps you stand out from your competition. 2/26/2017 11
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  THANK YOU 2/26/2017 12