A firm developing a new product branding strategy has three main choices: creating new brand elements, applying existing brand elements, or combining new and existing elements. There are alternative branding strategies such as individual brand names, a corporate umbrella name, or sub-brands. Brand portfolios include brands that play roles as flankers, cash cows, entry-level, or prestige products. Brand extensions introduce new products under an established brand name as either line extensions within a product category or category extensions to new categories, which can improve odds of success but risk brand dilution.

1. Decisions in
Developing a
Branding
Strategy

2. How to brand
new products ?

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

4. Branding Decisions
• Alternative Branding Strategies
• House of Brands versus a Branded House

5. Alternative Branding
Strategies
• Individual or separate family brand names
• Corporate umbrella or company brand
name
• Sub-brand name

6. Brand Portfolios
It is the set of all brands and brand lines a
particular firm offers for a sale in a particular
market segment. Brands can play a number of
specific roles as a part of portfolio:
1. Flankers
2. Cash Cows
3. Low-end Entry Level
4. High-end Prestige

7. HUL has one of the most complex product and brand
portfolios, and this illustrates the concept of “house of
brands”

8. Brand Extensions
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

9. Advantages of brand extensions
1.Improved odds of new-product success
2.Positive feedback effects
Disadvantages of brand extensions
1.Brand dilution
2.Questioning the brand integrity