COMPUTER

PRESENTATION
PowerPoint Template
 Introduction to Brand

1 Brand leveraging
• Line extension
• Types of brand extensions, Advantages & Disadvantages
• Moving up/down & Co-branding

Brand strategies

2 • Multi-branding, mix branding, hierarchy building

• Equity at different hierarchy levels, Brand Product
• Matrix, Brand architecture, Breadth of a branding
strategy, depth of a branding strategy

3 Brand equity & models

• Elements & measurement of Brand awareness & Brand Loyalty
• Models: Y & R graveyard model Brand asset valuator, Brand Equity Ten, inter brand equity brand
 Brand Leveraging

Brand leveraging is the strategy to use the power of

an existing brand name to support a company's
entry into a new but related product category by
communicating valuable product information to the
consumer. For example, the manufacturer of tea
maker uses its brand name strength to launch tea
vending machine.

Examples:
• Godrej had lock & keys. Later they came up with safes.
• Ponds: Talc, cold cream, face wash etc
• Dabur: Amla hair oil, Chwayanprash, Pudin Hara
When a new product is added to an existing
brand in the same product category, it is called Line Extension
line extension. The new product could be a new
flavor, color, package size, nutritional content or
products containing special additives; which
targets a different set of customers.
Example: Maggie, Coca-Cola, BMW, Pepsi etc.

Why Line extension:

• Diversity of customers
• Customers’ need for variety
• Pricing breadth
• Capacity utilization
• Increasing profitability
• Counter competition
• Competitive reasons
 Types of Brand Extensions
Product Form Extension
Companion Product Extension Snickers used this brand extension
2 type to launch Snickers ice cream
1 Colgate, a toothpaste brand,
bars. Even though the product just
releasing a toothbrush under the
changed its form, it belonged to a
same brand name.
different product category.
Company Expertise
Extension
Customer Franchise Extension
Sony is one such company that used
3 brand extension to extend its 4 Johnson and Johnson, for
example, develop different
company’s expertise to other product
products under the same name,
categories.
which caters to the same target
Brand Distinction Extension consumers – babies
An example of brand distinction extension
5 is Gold’s Gym extending its expertise and
Extension By Leveraging
launching the Gold’s Gym 7-in-1 Body
Building System 6 A Lifestyle
Take jeep, for example, a well-known
automobile brand connected with an
Brand Prestige Extension
outdoorsy lifestyle. The company
BMW, a known automobile brand, extended
7 its brand prestige to the products it
used this image as a base to extend
its offerings to a range of products
launched in the apparel industry and
which includes clothing, knives, tents,
accessories (watches). Ball watch
bicycles, baby strollers, etc.
 Advantages of Brand extension

Increases the Cost of developing

1 operating market 2 a new brand is
of the brand  saved

Increases the
chances of
accepting the Makes getting
3
3 brand’s new 4 initial traction easy
products

Increases the efficiency

Enhances the
5
5
brand image
6 in marketing and
promotion
 1 Can lead to brand dilution
Disadvantages of Brand extension

Can damage the existing

2 brand image

3 Problem of fit

Cannibalization of parent
4 brand’s sales

Weakening of existing
5 associations
THANKS