This document discusses branding strategies for new products. It presents three options for branding a new product: using new brand elements, applying some existing brand elements, or using a combination. It also distinguishes between a "house of brands" approach with separate brand names and a "branded house" approach with a single corporate brand name. Finally, it notes that established brands can help introduce new products by setting positive expectations, but may also risk brand dilution if applied too broadly.

3. Branding
Develop new brand
elements for the new
product.
Apply some of its existing
brand elements.
Use a combination of new and
existing brand elements.

6. House of Brands or Individual or
separate family Brand names
Ex-Ariel & Tide of P&G

7. Branded House or Corporate
umbrella or Company Brand name
Ex- LG

9. It is the set of all brands and brand
line a particular firm offers, which
includes Flankers , Cash Cows, Low
end entry level, High end prestige
bands

10. Ex- Hindustan Unilever Limited has
most complex product and portfolio.

12. Established Brand is used to introduce a
new product

13. Advantages
•Improved odds of New Product
Success:
By setting up positive expectations,
extensions reduce risk
•Positive Feedback Effects: Line
extensions can renew interest and
liking for the brand and benefit
the parent brand

14. Disadvantages
•Brand Dilution: Occurs when consumers
no longer associate a brand with similar
sets of products. Same happen with BIC
company when it introduced BIC
perfumes.

16. Created by ROHAN GUPTA,
IIT (BHU) Varanasi,
during an internship by
Prof. SAMEER MATHUR, IIM Lucknow
www.iiminternship.com