GM: Opel, Chevrolet, Buick. In reality, firms adopt hybrid configurations in the form of a range, umbrella, parent, or endorsing brand, according to the products. What is brand portfolio The total collection of trademarks that a company applies to its products or services.
Each make or brand within a business' brand, portfolio might be registered under applicable trademark laws and can represent a valuable asset to a company that is often actively promoted to potential customers. Brand Portfolio Strategy Brand portfolio strategy specifies the structure of the brand portfolio and the scope, roles, and interrelationships of the portfolio brands. The goals are to create synergy, leverage, and clarity within the portfolio and relevant, differentiated, and energized brands.
Brand Portfolio Brand portfolio includes all the brands and sub-brands attached to product market offerings.
In order to distribute the companys investment most effectively, we have to look at the relationships between all the sub-brands and its strategic importance in overall brand building. Master branding attempts to create a strong association between a company's products and what the brand represents.
Ex- apple,intel. For example, iPod is a parent-endorsed brand, as is Macintosh. Both enter the market carrying the strong, visible Apple logo, but the only name you see is the name of the brand you're buying at the moment: iPod or Mac.
The product and the company name become the brand name. The company can advertise several of its products under a single brand name in a practice referred to as family branding or umbrella branding.
Customer will not pursue substitutes if the brand is not available. Ex-apple provides high quality product. This program is provided association of the branded energizer between Apple company and target brand. Silver bullet brand is the brands that can play a strategically significant role to positively change or support the image of another brand. As an iPod is a small product which it easily and conveniently to use. It can contain a lot of music. This branded product is the cheapest price while comparing with other Apple product ,and it is also the best selling product,.
Cash Cow brand Is a brand that does not require as much investment as other portfolio brands. The sales may be stagnant or slowly declining, but there is a hard-core loyal customer base that is unlikely to leave the brand, for example Mac Book. Product defining roles AND Portfolio roles Product-defining roles and Portfolio roles, specify the varied set of roles that each brand could potentially play. Apple reinvents the phone.
Portfolio graphics portfolio graphic indicate how they are to be presented by themselves and relative to other brands. Portfolio structure The portfolio structure formalizes the relationships between the brands.
Brand scope -The brand scope reflects the product categories or subcategories for which each brand will be relevant and the relationships between brand contexts. Open navigation menu. Close suggestions Search Search. User Settings. Skip carousel. Carousel Previous. Carousel Next. What is Scribd? Explore Ebooks. Bestsellers Editors' Picks All Ebooks. Explore Audiobooks. Bestsellers Editors' Picks All audiobooks. Explore Magazines. Editors' Picks All magazines. Explore Podcasts All podcasts. Difficulty Beginner Intermediate Advanced.
Explore Documents. Brand Product Relation. Uploaded by Bhavna Sarkar. Did you find this document useful? Is this content inappropriate? Report this Document. Flag for inappropriate content. Download now. Related titles. Carousel Previous Carousel Next. Wish to show an association between brand and products through suffix, -The brand takes them under Its exclusive wing, expressing their innovative qualities. Ie Lancome: Niosome, Noctosome. The relationship between product and brand is bottom-up -Nominal and semantic detachment allows brand to extend without destabilizing the heart of the brand.
Ie car industry; Renault R5, R9 c own-name policy. Clio, Chamade. Wish to show an association Between brand and products through term ex:prefix Ie Clarins: multi-tensing gel, multirestoring fluide generic name. Clarins chose to capitalize on term: multi infers a complete course of treatment, corresponding to the Clarins identity and intent. The choice between these policies depend greatly on the strength of the brand and its will, will, the strength of its new products, and the force of its commercial strategy.
Firms that have extensive growth policy in an effort to capture a larger share of the market -Range. BrandBrand-Product Relationship similar firms competing in the same area [Retailer sector] Wide range of brand policies.
Retailer brands have typically been umbrella brands, exclusive to the retailer, each covering a number of groceries cosmetics products within a similar sphere Sainsbury: began as far back as Houseware Co-op: officially register its brand in France in The retailers saw these products in an essentially defensive role, a reaction against reluctant manufactures who were not supplying them.
Carrefour 1. Umbrella brand cover. Carrefour c freedom line , corporate branding policy. Major brand 2. Descending flows; from the brand to the products -whenever their sales could be increased by the application of a source-effect. Regenerate brand -thanks to a bottom-up image flow Horizontal flows between the products -themselves can be a source of added value and may lead the consumer to try more products. A brand disappearing behind one of its products -the most frequent case; Parent brand.
Cacharel identity. Brand-product disconnection -When the company prefers to remain in the background, its image is not nurtured by its best-selling products and cannot act as an endorsement brand on other products. Seiko, Nikon Corning Pyrex ware corning.
The insisten e on ertain a ounting methods. Ie Johnnie Walker - a lassi ase of verti al disruption of the brand. Bla k label range. Johnnie walker symbol. Open navigation menu. Close suggestions Search Search. User Settings. Skip carousel. Carousel Previous. Carousel Next. What is Scribd? Explore Ebooks. Bestsellers Editors' Picks All Ebooks. Explore Audiobooks.
Bestsellers Editors' Picks All audiobooks. Explore Magazines. Editors' Picks All magazines. Explore Podcasts All podcasts. Difficulty Beginner Intermediate Advanced. Explore Documents. Brand-Product Relationship. Uploaded by Ritika Sharma. Did you find this document useful? Is this content inappropriate? Report this Document. Flag for inappropriate content.
Download now. Original Title: Brand-Product Relationship. Related titles. Carousel Previous Carousel Next. Jump to Page. Search inside document. It It It? To assist its consumers in making sense of the scientific wording on products Clarins Concept: the specialist In beauty care Fluids Gels Etc Cream Solutions Soothing line Slimming and forming line Line Y : It avoids the random spread of communication by concentrating on one single name : The Brands opacity as it expands : 1.
Canon: cameras, photocopiers, and office equipment under one name Yamaha: motorcycles, pianos, guitars Mitsubishi: banks, cars, domestic appliances : Capitalization on one single name Little marketing investment is required : Each division within the organization handles its own communication to get the best out of the particular market in which it operates Awareness resulting from the umbrella effect is not sufficient An accident occurring with one product can affect the other products under the same umbrella The more a brand covers different categories, the more it stretches and weakens- greatest handicap is its vertical extension?
BrandBrand-Product Relationship Conclusion In reality, firms adopt hybrid configurations in the form of a range, umbrella, parent, or endorsing brand, according to the products. The Carvet brand has meaning only when it can offer a plus which other Bordeaux cannot Club Med Unitary Brand name Consumer is more accustomed to interpreting the various pointers to specification on wine label: region, vintage, type of vine, year Consumer may not fully appreciate the meaning of appellation, vintages, and other details.
Their common features speak louder than their differences. ICI A Top-down policy umbrella-brand policy Branding policy GE -a range of technical products which remain unbranded polyurethanes A hand-in-hand policy endorsement-brand policy -adds its corporate reputation and reassurance on technology and quality for the customers of famous mass-market brands Dulux-paint A product brand-only policy makes no reference at all -Tactel fiber-fashion industry is far removed from the imagery of the chemical industry The monolithic one GE as an umbrella brand -GE signs the product or company as single-brand GE Silicones, GE Aircraft Engines, GE Motors The endorsement type -GE signs adjacent to a specific product or company name GE-X The holding type -GE is discretely mentioned in such term as X, member of the GE group The autonomous product or company -making no reference to GE All companies must define strict guidelines with which to face these naming and branding decisions.
Michael, Sony -not suitable for weak brands, Since they are unable to inject a common quality or spirit into the products bearing their name Product Names: What Autonomy? Ie Lancome: Niosome, Noctosome Totally autonomous product brand, with no offshoots or Affiliations Ie Signal, Crest, Persil, Jif, and Sun The relationship between product and brand is bottom-up -Nominal and semantic detachment allows brand to extend without destabilizing the heart of the brand. P1 Pn Horizontal flows between the products All brand architectures initial goals.
Brand ore 5. A brand map visual layout of brand-produ t relationships, distan es and stru ture Core produ t benefit line line overshadow. Produ t with no mention of brand Produ t with a spe ifi name and a small mention only of the brand -parent brand source brand brand value core identity.
Excessive use of product name- 4. Range disruption or breakage Yadu Yadav. Scott Martinez. Dr Amit Rangnekar. Sami Sayyed.
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