PRINCIPLES OF MARKETING CLASS ASSIGNMENT

Branding Strategies
Four branding strategies with examples.

Submitted by
Shakeel Ahmed 11443 M.com 2nd (A)

Submitted to
Miss Maleeha
Submission date 18/07/2012

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Branding Strategies:
Your brand identity will be repeatedly communicated, in multiple ways with frequency and consistency throughout the life of your business. Developing a brand strategy can be one of the most difficult steps in the marketing plan process. It's often the element that causes most businesses the biggest challenge, but it's a vital step in creating the company identity. SMEs must have a good understanding of the positioning of their brand and product category before they can effectively formulate marketing strategies. The following four branding strategies can serve as useful reference for SMEs.

Branding Strategies:

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Line Extension strategy:

Adding of another variety of a product to an already established brand line of products. For example, when a coffee manufacturer adds decaffeinated coffee to the same brand line of coffee products already on the market (such as regular coffee and instant coffee), a line extension has been made. Line extensions do not compete with each other, since each answers different needs and thus appeals to a different market.

Brand extension strategy:

Brand extension is the way to get the best financial return out of a strong brand. By extending a known and much loved brand into new countries and categories, the brand owner reduces risk and maximizes the return on their investment. But extension is not without risks of its own. These days I cant help wondering if many brands are extended too far, too fast. Extension into new product categories poses an interesting challenge for a strong brand. There needs to be a good fit between what the brand stands for and what people look for from the new product category.

Multi brand strategy:

Sale of two or more competing brands by the same marketer. For example, the various dishwashing liquids made by Procter & Gamble to appeal to different segments of the market for that product. Marketers who use a multiband strategy acquire greater market share than they could with fewer brands, even though one of their brands may somewhat cannibalize another. Multiple brands also enable marketers to acquire more shelf space and to respond to consumer demand for something new. In some companies, competition between their brand managers is believed to hone their skills. The key is to recognize the optimal number of brands that will deliver more benefit than it costs.

New brand strategy:

It means introducing new product with the new brand name. Or introducing new product categories where the existing brand is not suitable.

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Branding strategie with examples: Product category Existing product

B R A N D

New product Brand extension:

Brand extension: Comfort by unilever Pantene smooth & strong shampoo

Line extension:
Surf, Surf Excel, Surf Excel Blue Coca cola, diet cola, vanilla coke Clinic All Clear, Clinic Plus

Omang lassi by engro pak ltd.

N A M E

Multi brand:
UBL Credit Card & UBL PSO multi-brand Credit Card UBL Silla mila. Summit Bank-NIT cobranded ATM card for NIT unit holders.

New brand:
Super Star motorcycles. Zong telecom by china mobiles.

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