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BUSS454 2021 Chapter 12
BUSS454 2021 Chapter 12
• Part 1: Introduction
• Part 2: Identifying and Establishing Brand Positioning and Values
• Part 3: Planning and Implementing Brand Marketing Programs
• Part 4: Measuring and Interpreting Brand Marketing and Programs
• Part 5: Growing and Sustaining Brand Equity
• Designing and Implementing Branding Strategies
• Introducing and Naming New Products and Brand Extensions
• Managing Brands over time
• Managing Brands over Geographic Boundaries and Market Segments
• Part 6: Conclusion
• Flankers
• Cash cows
• Low-end entry-level, Entry level, or High-end prestige brands
• To minimize overlap and get the most from the portfolio, each
brand-name product must have:
• Well-defined roles to fulfill for the firm
• Well-defined positioning, indicating the benefits it offers to consumers
Toyota
Corporation
Corolla MR2
Camry Avalon Celica ECHO Matrix Prius
Spyder
Platinum
CE Edition
SE
S XL SE
LE
LE XLS SLE
XLE
• Used in more than one product category but is not necessarily the
name of the company or corporation
• Also called a range brand or umbrella brand
• If the corporate brand is applied to a range of products, then it
functions as a family brand too
• If the products linked to the family brand are not carefully
considered, the associations to the family brand may become weaker
• Principle of simplicity
• Employ as few levels as possible e.g. Philips light bulbs
• Principle of clarity
• Logic and relationship of all brand elements employed must be obvious
and transparent
• Principle of relevance
• Create global associations that are relevant across as many individual
items as possible
• Principle of differentiation
• Differentiate individual items and brands
• Principle of prominence
• The relative prominence of brand elements affects perceptions of
product distance and the type of image created for new products
• Principle of commonality
• The more common elements shared by products, the stronger the
linkages
• E.g. i- XXX
• McXXX
• CK
• XXXXman