This document discusses strategies for branding new products and developing a branding portfolio. There are three main branding strategies: individual brand names, a corporate umbrella name, or a sub-brand name. A "house of brands" strategy uses individual brands while a "branded house" strategy uses a corporate umbrella name. Brand portfolios include flagship brands, cash cow brands for profitability with low marketing, low-end entry brands, and high-end prestige brands. Brand extensions, like line extensions or category extensions, can improve new product success but risk brand dilution. Developing the right branding strategy is important for introducing new products and building a brand portfolio.

1. HOW TO DEVELOP A BRANDING STRATEGY?

2. How to Brand new products?

3. A firm has three main choices:
1. Develop new brand elements for the new produc
2. Apply some of its existing brand elements
3. Use a combination of new and existing brand elem

4. Branding Decisions

5. ALTERNATIVE BRANDING
STRATEGIES
Three general strategies are popular:
• Individual or separate family brand name
• Corporate umbrella or company brand name
• Sub-brand name

6. 1
Individual or separate family brand name
Advantage of individual or separate family brand na
that if a product fails, the company has not tied its
reputation to it.
Procter & Gamble has several individual brands in
different product categories

7. 2
Corporate umbrella or company brand name
Development costs are lower with umbrella names
because there is no need to run “name” research or
spend heavily on advertising to create recognition.
Tata, LG, Samsung and many other companies use
corporate brand names as an umbrella brand

8. 3
Sub-brand name
Sub-brands combine two or more of the corporate b
family brand or individual product brand names.
Durable-goods makers such as Honda, Sony and
Hewlett-Packard use sub-brands for their products

9. HOUSE OF BRANDS & A BRANDED
HOUSE
These two branding strategies represent two ends o
brand relationship continuum
• Use of individual or separate family brand names
been referred to as a house of brands strategy
• Use of an umbrella corporate or company brand
name has been referred to as a branded house
strategy

10. Brand Portfolios

11. The brand portfolio is the set of all brands
and brand lines in a particular firm offers
for sale in a particular category or segment.
Brand can play a number of specific roles
as a part of a portfolio:

12. 1
FLANKERS
Flanker or “fighter” brands are positioned with respec
competitors’ brands so that more important flagship
can retain their desired positioning.

13. 2
CASH COWS
Some brands may be kept around despite dwindling
because they manage to maintain their profitability w
virtually no marketing support.

14. 3
LOW-END ENTRY LEVEL
The role of a low-priced brand is to attract
customers to the brand portfolio
Audi A3 – Audi’s low-end model

15. 4
HIGH-END PRESTIGE
The role of a high-priced brand is to add
prestige and credibility to the entire portfolio
Maruti Kizashi – Maruti’s high-end model

16. HUL has one of the most complex product and brand po
and this illustrates the concept of “house of brands”

17. Brand Extensions

18. When a firm uses an established brand to
introduce a new product, the product is
called a brand extension. It has two categories:
1.Line Extension
2.Category Extension

19. Advantages of brand extensions
1. Improved odds of new-product success
2. Positive feedback effects

20. Disadvantages of brand extensio
1. Brand dilution
2. Questioning the brand integrity

22. Presentation created by-
Rohit, NSIT Delhi
During an internship by-
Prof. Sameer Mathur, IIM Lucknow
www.IIMInternship.com