Uploaded bySameer Mathur
(MBASkills.IN) Brand Architecture and Band Portfolio
1) The document discusses brand architecture and brand portfolios. It defines brand architecture as the number and nature of brand elements applied to different products. It also outlines the roles of brand architecture in clarifying relationships and managing brand image. 2) It then discusses the brand-product matrix and how it relates product lines and brand lines. It provides examples of HUL's soap and Dove's product lines. 3) The document also covers factors that influence the breadth and depth of branding strategies, such as market conditions and category dynamics. It notes that depth refers to a brand portfolio and the roles of brands within it, such as flankers, cash cows, and high or low-end brands.
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(MBASkills.IN) Brand Architecture and Band Portfolio
- 1. 1 Soap 2 Shampoo 3 Conditioner 4 Moisturizer A B Brands C Products Brand Architectureand Portfolio Prof. Sameer Mathur, Ph.D.
- 2. Sameer Mathur Marketing Professor2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 Marketing Professor 2013 – Indian Institute of Management, Lucknow 2 © Sameer Mathur Harshit Khaitan BTech, IIT Kanpur 2
- 3. Overview © Sameer Mathur3 Brand Architecture • The role of Brand Architecture • Brand-Product Matrix • Breadth of a Branding Strategy • Depth of a Branding Strategy Brand Portfolio • Designing a Brand Portfolio • Brand Roles in the Portfolio • Flankers • Cash cows • Low-end entry-level • High-end prestige brands
- 4. The number andnature of common or distinctive BRAND ELEMENTS applied to the different products sold by the firm Brand Architecture 4© Sameer Mathur 1 2 3 4 A Brands B C Products
- 5. 1) Clarify: GenerateBrand Awareness Improve consumer understanding and communicate similarity and differences between individual products Twin roles of Brand Architecture 5© Sameer Mathur
- 6. 2) Motivate: ManageBrand Image Maximize transfer of equity to/from the brand to individual products to improve trial and repeat purchase Twin Roles of Brand Architecture 6© Sameer Mathur
- 7. 1 2 34 A Brands B C Products Brand-Product Matrix 7© Sameer Mathur
- 8.
- 9. Product Line A groupof products within a product category that are closely related 1 2 3 4 A Brands B C Products 9© Sameer Mathur
- 10. A Brands B C D Products 10© SameerMathur HUL’s Bathing Soaps
- 11. E Brands F G H Products 11© SameerMathur HUL’s Bathing Soaps
- 12. Brand Line All products,original as well as line and category extensions, sold under a particular brand 1 2 3 4 A Brands B C Products 12© Sameer Mathur
- 13. 1 Soap 2 Shampoo 3 Conditioner 4 Moisturizer A Brands B Products 13© SameerMathur Dove’s Brand Line
- 14. Brand mix (brandassortment) The set of all brand lines that a particular SELLER makes available to buyers Product mix (product assortment) The set of all product lines and items that a particular SELLER makes available to buyers 14© Sameer Mathur
- 15. Breadth of productmix Aggregate market factors Category factors Environmental factors Breadth of a Branding Strategy 15© Sameer Mathur
- 16. Aggregate Market Factors MarketSize Market Growth Stage in product life cycle Sales cyclicity Seasonality Profits 16© Sameer Mathur
- 17. Category Factors Threat ofnew entrants Bargaining Power of new buyers Bargaining power of supplier Current category rivalry Pressure from substitutes Category Capacity 17© Sameer Mathur
- 18. Environmental Factors Technological PoliticalEconomic Regulatory Social 18© Sameer Mathur
- 19. 19 Depth of aBranding Strategy The number and nature of different brands marketed in the product class sold by a firm Also Referred to as BRAND PORTFOLIO © Sameer Mathur
- 20. 20 Depth of aBranding Strategy WHY? 1)To pursue different market segments, different channels of distribution, or different geographic boundaries WHY? 2) Maximize market coverage and minimize brand overlap © Sameer Mathur
- 21. 21 HUL Brand Portfolio21©Sameer Mathur
- 22. Two Basic Principles 1)Maximize MARKET COVERAGE so that no potential customers are being ignored 2) Minimize BRAND OVERLAP (Cannibalization) so that brands aren’t competing among themselves to gain the same customer’s approval Designing a Brand Portfolio 22© Sameer Mathur
- 23. Flankers Cash cows Low-end entry-level High-endprestige brands Brand Roles in the Portfolio 23© Sameer Mathur
- 24. Despite the Machbeing technologically much advanced , Gillette still sells its older models Cash Cows Some brands despite of their dwindling sales are kept around to hold on to a sufficient number of customers and maintain their profitability with virtually no marketing 24© Sameer Mathur
- 25. Low-End Entry-Level orHigh End Prestige Brands Line extension or brand variants in a certain product category that vary in price and quality Leverages associations from the other brands while distinguishing themselves on the basis of their price and quality dimensions 25© Sameer Mathur
- 26. Low-End Entry-Level To attractcustomer to the brand franchise “trade up” these customers to a higher-priced brand 26© Sameer Mathur
- 27. BMW 3-series Rs 30.40-81.90*lakh 27© Sameer Mathur
- 28. High End PrestigeBrands To add prestige and credibility to the entire brand Chevrolet Corvette ZR1 28© Sameer Mathur
- 29. Summary © Sameer Mathur29 Brand Architecture • The role of Brand Architecture • Brand-Product Matrix • Breadth of a Branding Strategy • Depth of a Branding Strategy Brand Portfolio • Designing a Brand Portfolio • Brand Roles in the Portfolio • Flankers • Cash cows • Low-end entry-level • High-end prestige brands
- 30. Credits © Sameer Mathur30 http://www.gillette.com/en/IN/home.aspx http://www.hul.co.in/investorrelations/AnnualReports/ http://www.bmw.com/com/en/newvehicles/3series/overview.html http://www.chevrolet.com/2013-corvette-zr1-sports-car.html K. L. Keller, M. G. Parameswaram, I. Jacob. (2011) . Strategic Brand Management(3rd edition). India: PEARSON