Designing and Developing

Brand Architecture
Strategies
Presented By:- Group 8B

Shivam Jindal-221145
SomShekhar Chandola-221247
Rajdeep Bandyopadhyay- 221435
Sharnav Kundu- 221350
Nupur Agarwal-221532
BRAND PRODUCT MATRIX
 Brand Relationship Spectrum
BRANDING
STRATEGIES:-

BRANDED
HOUSE
ENDORSED
BRAND
SUB-BRAND

HOUSE OF
BRANDS
1. House Of Brands

a. Not Connected

b. Shadow Endorser

2. Endorsed Brand

a. Token Endorsement

b. Linked Name

c. Strong Endorsement

3. Sub-brand

a. Co-drivers

b. Master Brand As Driver

4. Branded House

a. Different Identity

b. Same Identity
HOUSE OF BRANDS STRATEGY:-
- Britannia operates multiple independent brands under its
umbrella, each with its distinct identity and positioning.
a. Not Connected:- Britannia has a few brands that operate
independently, with minimal connection to the Britannia name.
Examples include PureMagic atta and Chef's Choice basmati
rice. These leverage Britannia's distribution network but
maintain distinct identities.
b. Shadow Endorser:- Certain Britannia products, like
NutriChoice biscuits and Good Day cookies, subtly mention
the Britannia name in the fine print. This creates a loose
association without dominating the brand identity.
SUB-BRAND STRATEGY:-
a. Co-Drivers:- Britannia's Tiger biscuits and Cheese & Onion
Nutrichocs are sub-brands that co-exist with the Britannia
name, sharing equal prominence on packaging. This indicates a
collaborative brand identity.
b. Master Brand as Driver:- Britannia Bread, while
technically a sub-brand, relies heavily on the Britannia name
for recognition and trust. The "Britannia" branding
overshadows the "Bread" element, signifying the master
brand's dominance.
ENDORSED BRAND STRATEGY:-
a. Token Endorsement:- Britannia briefly used this
strategy with its "Marie Gold by Britannia" crackers.
The "Britannia" endorsement was minimal, focusing
primarily on Marie Gold's individual brand identity.
b. Linked Name:- Britannia's Milk Bikis have
"Britannia" prominently displayed alongside the
product name, indicating a stronger endorsement but
still allowing some autonomy for Milk Bikis.
c. Strong Endorsement:- Britannia's 50/50 cookies
and Treatz cakes heavily leverage the Britannia
name, with the product name acting as a descriptor.
This signifies a clear endorsement and reliance on
Britannia's brand equity.
BRANDED HOUSE STRATEGY:-
a. Different Identity:- Britannia's Cake Magic
division operates with a distinct brand identity,
separate from Britannia itself. This allows for
targeted marketing without diluting the core
Britannia brand.
b. Same Identity:- Britannia's vast portfolio of
biscuits, including Milk Bikis, Good Day, and Treatz,
utilize the same Britannia logo and visual elements,
creating a unified brand house experience.
Corporate Brand vs. Master Brand:-

- Corporate Brand:- This refers to the overarching brand of the

company, in this case, Britannia Industries Limited. It represents
the corporation as a whole, encompassing various subsidiaries and
product lines.
- Master Brand:- For Britannia, the master brand is Britannia
itself. It's the primary brand that represents the company's core
values, promises, and overall identity. Under this, various product
lines and sub-brands operate.

So, Britannia employs a diversified approach to branding,

incorporating different strategies like House of Brands, Sub-
Brand, Endorsed Brand, and Branded House to effectively market
its products to diverse consumer segments while managing its
corporate and master brand identities.
 CORPORATE OR COMPANY NAME

FAMILY BRAND

BRAND INDIVIDUAL BRAND

HIERARCHY
MODIFIER

PRODUCT DESCRIPTOR
 Britannia's Veg Cakes:- A Delicious Example of
Brand Hierarchy
LEVEL 1:- CORPORATE BRAND – WADIA GROUP
Britannia's corporate brand belays the foundation of the company. It belongs to the Wadia group which also owns
Bombay Dyeing, GoFirst Airlines and Bombay Realty as part of its brand portfolio.
LEVEL 2:- FAMILY/UMBRELLA BRAND - BRITANNIA
Here, we see the "Britannia" name encompassing various sub-brands like Good Day, Tiger, and in this case, Veg
Cakes. This reinforces brand recognition and trust while allowing for individual product differentiation.
LEVEL 3:- INDIVIDUAL BRAND - BRITANNIA VEG CAKES
Veg Cakes stand out as a unique offering within the Britannia family. They cater to the growing vegetarian market,
offering eggless and delicious treats. This individual brand carries its own identity and target audience.
B C
LEVEL 4:- MODIFIER - FRUITY FUN
Under Veg Cakes, we have the popular "Fruity Fun" variant. This modifier highlights the key ingredient and taste
profile, attracting consumers seeking fruity bursts in their cake.
LEVEL 5:- PRODUCT DESCRIPTOR - SOFT & FLUFFY SNACK CAKE
Finally, the descriptor "Soft & Fluffy Snack Cake" provides the most specific details. It describes the texture and
D E
consumption occasion, further enticing potential buyers.
FURTHER EXPLORATION:-
Within the Veg Cakes category itself, we can explore further levels of hierarchy. For instance, different pack sizes
might be considered sub-modifiers, while "Made with real fruit pieces" could be a descriptor for a specific variant.
THANK YOU !