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Brand and Line extensions
Brand Explosion Brand Consolidation  Brand variants
Brand Extensions:  How does a firm grow? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Extensions ,[object Object],[object Object],[object Object],[object Object],[object Object]
Ponds LG Park Avenue
 
Line  Extensions ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
Advantages of Extensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Advantages of Extensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Disadvantages of Extensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Brand Extension Assumptions
Product Form Extension Real Juice Concentrate Real Juices Amul Condensed Milk Amul Milk
Companion Product Gillette Shave Foam Gillette After Shave Gillette Razors Colgate Tooth Brush Colgate Dental Cream
Customer Franchise J & J Baby Talc J & J Baby Oil J & J Baby Diapers J & J Baby Shampoo
Company Expertise Honda Gensets Honda Scooters Honda  Lawnmovers Honda Cars
Types of Brand Extensions ,[object Object],*hypothetical Parachute Cream Parachute Hair Oil Parachute Shampoo Parachute Cooking Oil* Parachute Coconut Expertise
Types of Brand Extensions ,[object Object],Cartier Watches Cartier Purses Cartier Pens Cartier Jewellery
[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Extendibility The brand at this level acquires more intangible character and orientation. This generally happens in case of designers and artists. The  Armani  signature on the product provides a higher philosophical meaning – a meaning proudly expresses in Armani’s creatively styled products Philosophy It’s the centre of interest or the core spirit of the brand.  Gillette  brand maintains its focus on men’s grooming in all its brands.  Nike’s  focal point is winning.  Whirlpool’s  centre of interest is the home (‘homemaker’) Interest Brand Know-how is an expertise that a firm develops in a specialized area of activity.  Sony  is know to have expertise in miniaturization and robotics.  Honda  has know-how in engines.  Amul  has developed expertise in milk processing Know-how Brand Formula means a set procedure (used to make the product). This type of brand may be find in categories like cooking oil, food, and pickles Formula Brand It is a situation where there is very little difference between the brand and the product. Brand is a close approximation of the product. Passively, the brand is used to identify the product, maybe for internal purposes. The brand does not play any role from the customer’s point of view Product Brand
Extendibility of a Brand Product dissimilarity Philosophy Brand Cartier Interest Brand Disney  ( Entertainment) Know-how Brand Bajaj  ( Electronics) Formula Brand Mother’s Recipes Product Brand Rose Brand Flour Pickles Lemon Pickles Mango Pickles Mixed OTG Irons Fans Coolers Mixers Toasters Toys Theatre Movies Theme Parks Music Clothes Acces- sories Games Watches Jewellery Bags Pens
Brand Extendibility Amul Milk Amul Milk Type I II III Amul Expertise In milk processing: Milk, Ghee, Butter, Condensed Milk Amul Symbol Personality: Lovable Indianness Taste Fun Trustworthy Value Good Ice Cream Cheese Mil Additive Chocoloate “ Amulishness” Drinks? Energy Bar? Energy Tabs? Mil Cakes? Biscuits? Product Formula/ Expertise/ Brand Recipe Know-how Interest   Philosophy Time / Brand’s Evolution Products are manifestations of Brand Brands identifies the product

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20496299 Brand Extension

  • 1. Brand and Line extensions
  • 2. Brand Explosion Brand Consolidation Brand variants
  • 3.
  • 4.
  • 5. Ponds LG Park Avenue
  • 6.  
  • 7.
  • 8.  
  • 9.
  • 10.
  • 11.
  • 12.
  • 13. Product Form Extension Real Juice Concentrate Real Juices Amul Condensed Milk Amul Milk
  • 14. Companion Product Gillette Shave Foam Gillette After Shave Gillette Razors Colgate Tooth Brush Colgate Dental Cream
  • 15. Customer Franchise J & J Baby Talc J & J Baby Oil J & J Baby Diapers J & J Baby Shampoo
  • 16. Company Expertise Honda Gensets Honda Scooters Honda Lawnmovers Honda Cars
  • 17.
  • 18.
  • 19.
  • 20. Brand Extendibility The brand at this level acquires more intangible character and orientation. This generally happens in case of designers and artists. The Armani signature on the product provides a higher philosophical meaning – a meaning proudly expresses in Armani’s creatively styled products Philosophy It’s the centre of interest or the core spirit of the brand. Gillette brand maintains its focus on men’s grooming in all its brands. Nike’s focal point is winning. Whirlpool’s centre of interest is the home (‘homemaker’) Interest Brand Know-how is an expertise that a firm develops in a specialized area of activity. Sony is know to have expertise in miniaturization and robotics. Honda has know-how in engines. Amul has developed expertise in milk processing Know-how Brand Formula means a set procedure (used to make the product). This type of brand may be find in categories like cooking oil, food, and pickles Formula Brand It is a situation where there is very little difference between the brand and the product. Brand is a close approximation of the product. Passively, the brand is used to identify the product, maybe for internal purposes. The brand does not play any role from the customer’s point of view Product Brand
  • 21. Extendibility of a Brand Product dissimilarity Philosophy Brand Cartier Interest Brand Disney ( Entertainment) Know-how Brand Bajaj ( Electronics) Formula Brand Mother’s Recipes Product Brand Rose Brand Flour Pickles Lemon Pickles Mango Pickles Mixed OTG Irons Fans Coolers Mixers Toasters Toys Theatre Movies Theme Parks Music Clothes Acces- sories Games Watches Jewellery Bags Pens
  • 22. Brand Extendibility Amul Milk Amul Milk Type I II III Amul Expertise In milk processing: Milk, Ghee, Butter, Condensed Milk Amul Symbol Personality: Lovable Indianness Taste Fun Trustworthy Value Good Ice Cream Cheese Mil Additive Chocoloate “ Amulishness” Drinks? Energy Bar? Energy Tabs? Mil Cakes? Biscuits? Product Formula/ Expertise/ Brand Recipe Know-how Interest Philosophy Time / Brand’s Evolution Products are manifestations of Brand Brands identifies the product

Editor's Notes

  1. 75
  2. 76
  3. 77
  4. 79