The

branding strategy or brand architecture, for a firm tells marketers which brand names, logos, symbols, and so forth to apply to which new and existing products

 Branded

House use umbrella/family brand for all the products House of Brands- Individual brand names

 It

is to maximize market coverage so that no potential customers are being ignored, but minimize brand overlap so that brands aren't competing among themselves to gain the same customer approval

 Flankers Cash Cows Low End Entry

Level or High End Prestige Brands

 It

is a useful means of graphically portraying firms Branding strategy by displaying the number and nature of common and distinctive brand elements across the firms products revealing the explicit ordering of brand elements

 Corporate

or Co. Brand (Maruti

Suzuki) Family Brand (Zen) Individual Brand (Estilo) Modifier (ZX)

Tata products and services for consumers

Telecommunicatio Agriculture Appliances Automobiles Beverages ns Jewellery Housing Retail Watches and clocks Hotels Holiday homes DTH television

Beverages

Coffee Mr Bean Mysore Gold Coorg Pure Tata Cafe Tata Kaapi

Tea Water Tata Tea Himalayan brand Tetley Kanan Devan Chakra Gold Agni Gemini

 Decide

on the number of levels

Principle of simplicity Principle of Clarity

Decide

on the level of awareness and types of associations to be created at each level

Principle of relevance Principle of differentiation

Decide on which products are to be introduced

Principle of growth Principle of Survival Principle of Synergy

Decide on how to link brands from different levels for a product

Principle of prominence

Decide on how to link a brand across products

Principle of commonality

 Decide

on which products are to be introduced

Number of Levels of Hierarchy

Provide right amount of branding information

 Principle The

of Relevance

principle of Differentiation

 Single

Entity

Food Brands from

Air-conditioner brands: Vertis and Venture, Tushar water coolers, Mini Magic water dispensers and Coldcel deep freezers and visi-coolers. Water Purifier -Tata Swach Passenger Cars: Tata Safari, Tata Indica, Nano, Tata Indigo and the Tata Sumo

 Maruti Suzuki Xerox HP Microsoft

 Mc Donalds Nestle Apple I

Adopt a strong customer focus Avoid over branding Establish rules and conventions and be disciplined Create broad, robust brand platforms Selectively employ sub-brands as a means of complementing and strengthening brands Selectively extend brands to establish new brand equity and enhance existing brand equity

 Toyota Tatas Birla Microsoft Yahoo

Build awareness of the company and the nature of its business Create favorable attitudes and perceptions of company credibility Link beliefs that can be leveraged by product-specific marketing Make a favorable impression on the financial community Motivate present employees and attract better recruits Influence public opinion on issues

 Building Brand Awareness Enhancing brand image Establishing brand credibility Evoking brand feelings Creating

a sense of brand community Eliciting brand engagement

 Obstacles

in Green Marketing

Overexposure and lack of credibility Consumer Behavior Poor Implementation

Possible Solutions Green your product before forced to Communicate environmental aspects of products, especially recycled content Deliver on performance and price Dramatize environmental benefits Stress direct, tangible benefits Be consistent and through