These slides deals with the important brand architecture decisions in developing a branding strategy

1. DECIDING A
BRANDING
STRATEGY

2. HOW TO BRAND NEW
PRODUCtS

3. THERE ARE THREE WAYS………………..

4. 1.Developing new
brand elements
for new products.

5. 2.Applying
some of its
existing
brand
elements

6. 3. Combining
new and existing
brand elements

7. BRAND EXTENSIONS
When a firm uses an established brand
to introduce a new product ,the product
is called brand extension
T

8. Line extensions

9. Category extensions

10. BRANDING DECISIONS

11. ALTERNATIVE BRANDING STRATEGIES
1.Individual or separate family brand names
2.Corporate umbrella or company brand name
3.Sub brand name

12. HOUSE OF BRANDS VS BRANDED HOUSE

13. 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

14. HUL has the
most complex
product and
brand
portfolios

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

16. Disadvantages of brand
extensions
1.Brand dilution
2.Questioning the brand integrity

17. Customer Equity
It is a complementary concept that reflects the sum of
lifetime values of all customers of Brand

18. RECAP
1.HOW TO BRAND A NEW
PRODUCT
2.BRAND EXTENSIONS
3.BRANDING DECISIONS
4.BRAND PORTFOLIOS

20. 1. www.thepaperwall.com
2. www.Compfight.com
3. www.bufferapp.com
4. www.myspacedn.com
5. www.appel.nasa.gov
6. www.rachitforsmob.com
7. Slideshare.net
8. Flicker.com
9. www.dailymail.co.uk
10.www.i09.com
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