There are three main choices for branding a product: developing a new brand, applying an existing brand, or combining the two approaches. Alternative branding strategies include using separate family brand names under a corporate umbrella or hybrid brand names. Brand portfolios can include a low entry-level product to attract customers to higher-end products. Brand extension allows firms to leverage their most valuable assets by launching new products, like Coca-Cola extending its brand with variations like Diet Coke and Coke Zero.

1. Devising brand strategy

2. Firm’s has 3 choices to brand a product :
 New brand can be developed
 Some existing brands can be applied
 Combination of above two

3. Alternative branding strategies

4. Separate family brand names :

5. Corporate umbrella:

6. Hybrid brand name :

7. Types in brand portfolio

8. Low entry level product is used to attract
customers to higher end products
FROM MERC A-CLASS

9. TO MERCEDES AMG

10. Brand extension
Firms leveraging their most valuable asset to
launch new product .

11. Coca – cola extended its brand by offering
variation of its original like diet, zero coke

12. CREDITS :
• http://www.mind2mind.no/w/wp-
content/uploads/2011/02/Strategi_sjakk_v2.jpg
• https://h2savecom.files.wordpress.com/2012/07/jj-
rebate.jpg?w=522&h=217
• http://image.slidesharecdn.com/ch9creatingbrandequitygan-
110414105356-phpapp02/95/ch9-creating-brand-equity-top-
10-learning-questions-40-728.jpg?cb=1302779539
• http://all4desktop.com/data_images/original/4197678-2011-
mercedes-benz-sls-amg-10.jpg

13. DISCLAIMER
Created by ADITYA KUMAR, MNNIT ALLAHABAD,
during an internship by Prof. Sameer Mathur ,
IIM Lucknow.
www.IIMInternship.com