Brand strategy


brand is a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service.

A brand is«


to buyers:

± Product identification ± Product quality 

to sellers:

± Basis for product¶s quality ± Provides legal protection ± Helps to segment markets

Some basics on Brand 

The concept of Brand is usually associated to Brand Equity. Brand Equity is the sum of a brand´s brand´ distinguishing qualities and is sometimes referred to the intangible value that accrues to a company as a result of its successful efforts to establish a strong brand.  

Financially, brand equity is the value of a brand as a financial asset in balance sheet, proprietary brand assets (eg. patents, trademarks, copyrights, channel relationships). From a marketing point of view, brand equity is the measure of customer loyalty to a brand (Brand Loyalty).  

From the production point of view, brand equity is the description of the product image that customers (real and prospect) hold. Brand Equity = Brand Value + Brand Loyalty + Brand Image 

Brand strategy 

strategy is a big picture plan, a clear vision and articulation of how a brand will deliver distinctive and relevant benefits to target customers.

Brand Strategy
Strategy Options
Individual Brands
no connections

Blanket Brands
help pull new products through channel

Separate Family Brands
similar manufacturing but not marketing does not tie all products together

Brand Strategy
Strategy Options
Brand Extension
Brand X, new and improved, with additives, new package size, new flavor«.. (cont.)

Multibrand (proliferation)
increase shelf space and market share catch brand switchers reach new segments

Brand Strategy
Strategy Options

Brand Repositioning
move to a better segment
competition increased in current segment customer preference changed new segment opened up

Major Brand Strategy Decisions

Why Position A Brand? 

potential and appeal  Establish the competitive reason a consumer should select a brand  To provide constancy in establishing relationships with customers.

Brand Positioning 

Can position brands at any of three levels:
± Product attributes 

Least desirable; easily copied.

± Product benefits ± Beliefs and values 

Hits consumers on a deeper level, touching universal emotions.

Essentials of Effective Positioning 
Substantive  Consistency


± Internally (all parts working together to reinforce perception about brand) ± Over time (perception reinforcement persists over duration of weeks, months, «) 
Simplicity  Distinctiveness

Important Elements Of Brand Positioning
needs  Target group  Competitive framework  Benefit  Reason why  Brand character 

Brand Name Selection 

Desirable qualities for a brand name include:
1. It should suggest product¶s benefits and qualities. 2. It should be easy to pronounce, recognize, and remember. 3. It should be distinctive. 4. It should be extendable. 5. It should translate easily into foreign languages. 6. It should be capable of registration and legal protection.

Brand Sponsorship 

Manufacturer¶s brands
± Also called national brands 

Private brands
± Also called store or distributor brands

Licensed brands  Co-branding Co

Brand Development Strategies

Brand Development 

Line extension: extension:
± introduction of additional items in a given product category under the same brand name (e.g., new flavors, forms, colors, ingredients, or package sizes). 

Brand extension: extension:
± using a successful brand name to launch a new or modified product in a new category. Video Snippet
Swiss Army¶s successful brand name has been instrumental in launching brand extensions. Watch the snippet to see what they¶ve done.

Brand Development 
Multibranding: Multibranding:

± offers a way to establish different features and appeal to different buying motives. 

brands: brands:

± developed based on belief that the power of its existing brand is waning and a new brand name is needed. Also used for products in new product category.


strategy depends upon marketing strategy and business strategy and continuously has to follow their footsteps. Research, execution and implementation are key aspects in addition to a good brand strategy.

References ecture%20Positioning. ecture%20Positioning.ppt se%20Outlines/08%20%20Branding%20Strate se%20Outlines/08%20%20Branding%20Strate gy. gy.ppt 2-Branding_DavidGreely.ppt Branding_DavidGreely.ppt

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