Managing branding new

MANAGING BRANDING Salva Maneesh Varma

MANAGING BRANDING ,[object Object],[object Object],[object Object],[object Object]

MANY DIFFERENT TYPES OF BRANDS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

BRANDING OPTIONS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

WHY EXTEND BRANDS ? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

WHAT IS THE BRAND STRETCHING ? ,[object Object],[object Object]

CATERPILLAR MOVED INTO SHOES AND CLOTHING

BRAND STRETCHING RISKS ,[object Object],[object Object]

CHEVIGNON BRAND DILUTION modern, adventurous, exquisite

KEYS TO SUCCESS IN BRAND EXTENSION Brand identity Brand extension Market’s values Relevance Fit Added value

ECONOMIC EVIDENCES OF BRAND EXTENSIONS Higher survival rate of products Higher chances of success, due to : . trial rate . conversion rate . loyalty rate (repurchase) Lower launch cost

WHY NOT EXTEND BRANDS ? ,[object Object],[object Object],[object Object],[object Object],[object Object]

CATEGORY EXTENSIONS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

THE VIEW FROM HONDA ,[object Object],[object Object],[object Object]

- JOHN F. WELCH, JR . ,[object Object],Chairman and CEO, General Electric

Managing branding new

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