Four different ways to develop brands/ brand development

strategies matrix:
• Two concepts: brand name, product category.

• Product category: how many different classes of products are there to cater consumers.
Shampoo/ conditioner (hair care), toothpaste/ tooth brush (oral care), skin cream/ oil (skin
care).

Line extension:

• Existing product category + existing brand name

• Unilever > hair care (category) > sunslik (brand name) > new variants (sunsilk shampoo
for oily hair/ colored hair)
Brand extension:

• Existing brand name + new category of product

• Sunsilk > sunsilk (soap)

Multibrands:

• New brand name + existing product category

• Unilever > hair care > shampoo (existing category) > new brand name in the shampoo
category (dove)

New brand:

• New product category + new brand name

• Unilever > coffee (gives it a new name: unilever coffee)