BRAND

MANAGEMENT
ASSIGNMENT - 3
Tejeshwar Singh Gill (17020448035)
Kuldeep Dumane (17020448026)
Tripura Prasad (17020448101)
 Umbrella Branding
Umbrella branding, also known as the family branding. The concept of umbrella branding
represents a marketing practice which involves selling many related products under a single brand
name. Therefore, it involves creating huge brand equity for a single brand. In practice,
implementing umbrella branding can be challenging marketing for the marketer because he needs
to effectively coordinate amongst all individual brands. But in reality, it can be an amazing
advantage as well.
The basic idea behind this strategy is to enhance marketability of products and it follows the
psychological concept that any product that carriers the same brand name is produced using the
same high standards of quality.
So a brand may have 10 product lines, but the trust on that brand, leverages the attributes of all
the 10 product lines.
Examples :-
• Under the Apple brand, a customer can find
IPhone, IPad, Mac Book, Mac Air, Apple watch, etc. The
original brand of the Apple company has been the Mac
computers, and hence it is at the apex of the Umbrella.
But, then the umbrella divides further into the Ipad,
Iphone and others to cover all the other products
within the umbrella.
• Under the brand name P&G, there are various product
lines which include Tide, Gillette, Head & Shoulders,
Crest Toothpaste and Pampers.
 CO-Branding
Co-branding is a marketing strategy that utilizes multiple brand names on a good or service as part
of a strategic alliance. Also known as a brand partnership, co-branding (or "cobranding")
encompasses several different types of branding collaborations typically involving the brands of at
least two companies. Each brand in such a strategic alliance contributes its own identity to create a
melded brand with the help of unique logos, brand id
The point of co-branding is to combine the market strength, brand awareness, positive
associations and cachet of two or more brands to compel consumers to pay a greater premium for
them. It can also make a product less susceptible to copying by private label competition entifiers
and color schemes.
Companies should choose co-branding partners very
carefully. As much as a company can benefit from a
relationship with another brand, there can also be risks.
A good strategy is to slowly roll out a co-branded
product or service before publicizing and promoting it,
thereby giving the marketplace time to vet it.
Examples:-
Co-branding is all around you.
• Citi AAdvantage cards: Citi credit cards that earn
American Airlines miles with qualifying purchases
• Nike+: A Nike Inc and Apple Inc partnership that has
connected activity tracking technology in athletic gear
with iPhone apps and the Apple Watch.
• Taco Bell's Doritos Locos Tacos: Specialty food item co-
developed by Yum! Brands, Inc. and PepsiCo subsidiary
Frito-Lay, Inc.
 Brand Extension
Brand Extension is the use of an established brand name in new product categories. This new
category to which the brand is extended can be related or unrelated to the existing product
categories. A renowned/successful brand helps an organization to launch products in new
categories more easily. For instance, Nike’s brand core product is shoes. But it is now extended to
sunglasses, soccer balls, basketballs, and golf equipments. An existing brand that gives rise to a
brand extension is referred to as parent brand. If the customers of the new business have values
and aspirations synchronizing/matching those of the core business, and if these values and
aspirations are embodied in the brand, it is likely to be accepted by customers in the new business.
Extending a brand outside its core product category can
be beneficial in a sense that it helps evaluating product
category opportunities, identifies resource requirements,
lowers risk, and measures brand’s relevance and appeal.
Examples:-
• Consider the brand Dove. It was mainly known for
soaps. But now it is extended to many products like
shampoo, deodorant and body wash. The brand
extension of the dove for the new products has been a
great success.
• Consider Adidas. The company started its brand of
shoes. Later they launched many products related to
footwear, clothing, accessories, and sports.
• Consider Titan. The company started its brand for
watches, later positioned itself into the Titan house of
jewelry, watches, eyewear and leather products.
 Line Extension
A product line extension may be defined as the use of an established product’s brand name for a
new item in the same product category.
Product Line is a particular category of product that is offered by a company.
The objective is to serve different customer needs while taking advantage of an already
established products brand name.
Line extension can be done in three ways:-
• Down market stretch- A company positioned in the
upper or the middle segment of the market may decide to
introduce low priced products. This may be due to strong
growth opportunities in the low priced market segment,
competitors trying to eat up market share by entering the
low priced range or the company feels the upper end of
the market is stagnating.
For example:- Gillette was known for its upper end shaving
razors. But it introduced Gillette Vector as a low priced
Gillette Vector to cater to the lower end of the market.
• Up- Market stretch-Companies may wish to enter the
upper end of the market for more growth, higher
margins, or simply to position themselves as full-line
manufacturers.
For example:- Bisleri introduced a special variant of
packaged water ‘Bisleri Vedica’, claimed to be having
special minerals.
• Two way stretch-Companies serving the middle
market might decide to stretch their line in both
directions. This is usually done to gain market
dominance.
For example:- Titan first introduced watches in the middle
price segment. It then stretched its range to premium
segment watches (Titan edge, Nebula and Xylus) and the
economy segment (Titan Sonata).
 House Of Brand
A House of Brands is the exact opposite of a Branded House. Whereas a Branded House maintains
the focus on a single, well-known and consistent brand, a House of Brands is home to numerous
brands, each independent of one another, and each with its own audience, marketing, look and
feel. P&G and Unilever are great examples of a House of Brands. For instance, you wash your
laundry with Tide, not with P&G’s Tide Detergent. When you’re a teenage guy trying to impress
someone, you bathe in Axe, not in Unilever Body Wash. A House of Brands works well for many
large consumer companies, but it’s not for every brand. Marriott is another example of an
organization that has successfully taken this approach to their portfolio of brands over the years
including brands from the high-end Ritz-Carlton to business-class Courtyard.
Examples:-
• P&G

• Unilever
 BRANDED HOUSE
• Branded House meaning that the company itself is the brand, and its products or services are
subsets of the main brand.
• A Branded House is the most common form of brand architecture. Major brands like Google and
Apple are exemplary models of this style, wherein both have smaller sub-brands, but all are
marketed and operated under the umbrella of the parent brand. For instance, you might check
for appointments in your Google Calendar. Later, you write a message in Gmail. Tomorrow,
you’ll complete a budget in Sheets. Each of these products is a sub-brand of the parent
company, but they do not operate independently of one another, and they never overshadow
the primary brand.
FedEx is another company that has done an excellent job with their branding and has certainly
reaped the benefits of taking the Branded House approach. Their brand lineup includes not only
FedEx Express, but FedEx Freight, FedEx Ground and FedEx Kinkos.
Examples:-
• Fedex

• Gmail
 Brand Architecture
Brand Architecture is a system that organizes brands, products and services to help an audience
access and relate to a brand. A successful Brand Architecture enables consumers to form opinions
and preferences for an entire family of brands by interacting or learning about only one brand in
that family.
An established Brand Architecture is an important guide for brand extensions, sub-brands and
development of new products. It will also provide a road map for Brand Identity development and
design, and remind consumers of the value proposition for the entire brand family. It also provides
the maximum brand value by fully leveraging both corporate and sub brands.
Endorsed Brand
An endorser brand architecture is made up of individual
and distinct product brands, which are linked together by
an endorsing parent brand. The endorsing parent brand
plays a supportive and linking role, and, in many respects,
an endorser brand architecture can be seen as an
inversion of a sub-brand brand architecture.
An endorser brand is a valuable brand architecture if the
endorsement will increase buyer confidence in product
brands. Again considering Nabisco, Nabisco built its
brand on packaging innovation which allowed it to deliver
on the promise of freshness and has used the Nabisco
endorsing parent brand as an assurance of freshness of its
cookie and cracker brands to its customers.
Example:-
• Nabisco is a well-known example of an endorser brand
architecture. Nabisco as the endorsing parent brand is
distinctively featured on all packaging in the family of
product brands. Nabisco links together cookie and
cracker product lines, including OREO, Ritz, and
Arrowroot, and has built its promise of the high quality
freshness for the packaged baked goods in the brand
family. However, it is the individual product brands
which are featured in brand marketing and have
distinctive personalities, positions, promises, and
packaging.
THANK YOU