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  • Brand Strategy (Positioning) and Extension: Chitkara Business School MBA Course 2 Year

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    MOHIT VIG
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    The document discusses brand positioning and extension strategies. It begins by explaining that when developing a brand strategy, companies should start by articulating the essence of their brand through a concise value framework. Positioning then guides how the brand communicates to stakeholders by defining the target audience and desired frame of reference. When launching or repositioning a brand, the framework moves it from its current image to its ideal brand position. The document also discusses using Ansoff's Growth Matrix to identify opportunities for new products and brand extensions into new markets or categories. Both line extensions and vertical extensions are explained as strategies to leverage the parent brand. Potential merits like increased sales and challenges like brand dilution are noted for extension plans.

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    CBS+-+Module+6+-+Brand+Strategy+and+Extension+(Part+6+of+12)

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    The document discusses brand positioning and extension strategies. It begins by explaining that when developing a brand strategy, companies should start by articulating the essence of their brand through a concise value framework. Positioning then guides how the brand communicates to stakeholders by defining the target audience and desired frame of reference. When launching or repositioning a brand, the framework moves it from its current image to its ideal brand position. The document also discusses using Ansoff's Growth Matrix to identify opportunities for new products and brand extensions into new markets or categories. Both line extensions and vertical extensions are explained as strategies to leverage the parent brand. Potential merits like increased sales and challenges like brand dilution are noted for extension plans.

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    10 views12 pages

    Brand Strategy (Positioning) and Extension: Chitkara Business School MBA Course 2 Year

    Uploaded by

    MOHIT VIG
    The document discusses brand positioning and extension strategies. It begins by explaining that when developing a brand strategy, companies should start by articulating the essence of their brand through a concise value framework. Positioning then guides how the brand communicates to stakeholders by defining the target audience and desired frame of reference. When launching or repositioning a brand, the framework moves it from its current image to its ideal brand position. The document also discusses using Ansoff's Growth Matrix to identify opportunities for new products and brand extensions into new markets or categories. Both line extensions and vertical extensions are explained as strategies to leverage the parent brand. Potential merits like increased sales and challenges like brand dilution are noted for extension plans.

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    © All Rights Reserved
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    of 12

    Brand Strategy (Positioning)

    and Extension
    I
    Chitkara Business School MBA Course I 2nd year

    October/November 2021
    Story so far…and what to expect

    Brand
    Equity Brand
    Positioning

    2
    Positioning
    • While developing your brand
    strategy, start with articulating
    the essence of your brand.
    • Have at least 5 line of thoughts BMW
    as options (short and concise)
    De Beers
    • Develop the Value framework
    consistent with the Brand Essence

    The extended identity can change over time through POSITIONING


    3
    Positioning guides how the brand is
    communicated to stakeholders by
    defining your target audience, the frame
    of reference where the brand wants to be
    perceived as a part of

    Differentiator* R.T.B

    4
    *Key benefit
    What is positioning?

    Identifies the key messages and helps to ensure consistency

    When you launch or re-launch your brand, the brand


    ID is aspirational.

    I am the danger
    Mr. Walter White a.k.a. Heizenberg

    The framework to move from your current image to


    your brand ideal is through POSITIONING
    5
    High
    Key benefit
    PEACE OF MIND Target business of
    “Relax, it’s FedEx” all sizes

    Global, diversified, total solutions


    Frame of reference
    BRAND EQUITY

    “Don’t worry. There is a FedEx for that”


    Solutions and
    Global, reliable service logistics company
    “The world on Time”

    RTB
    Fast and reliable service Unparalleled
    “Absolutely, positively”
    innovation, quality
    and consistency
    Guaranteed overnight delivery
    “America, you’ve got a new airline”
    Low

    TIME

    6
    New Products and Brand Extensions
    Ansoff’s Growth Matrix

    Current Products New Products

    Product
    Current Markets Market Penetration
    Development
    Strategy
    Strategy

    Market Diversification
    New Markets Development Strategy
    Strategy

    7
    Line Extension/Category Extension
    Accessories Accessories

    Keyboard Storage

    Accessories Accessories Insurance Insurance


    Product line

    Apple TV HD Insurance Engraving RAM


    Accessories Accessories
    Apple TV 4K Case Size Wi-fi/Wi-fi+Cellular iMAc27 inch
    Colors 128GB to 1TB
    64GB Watch Series 64GB/256GB iMac 24 inch
    256GB Color/finish

    128GB 6.1 inch 32GB Strap type Finish 13 inch/16 inch

    32GB 6.7 inch Apple TV+ Strap color Regular/Mini McBook Air/Pro

    Product Mix
    8
    Vertical brand extension

    Premium

    LINE EXTENSION
    BRAND

    Value Conscious

    9
    Merits of Brand Extension

    Increased earnings New Markets Improved Reduced risk Enhanced probability Increased MROI
    of trial and gaining
    brand image
    distribution

    Avoid cost of Efficiencies in Provide


    branding packaging variety to
    and labelling consumers

    10
    Challenges of Brand Extension

    Confused customer Retailer Failed attempt Cannibalize Dilute the parent Missed opportunity
    brand to develop new
    resistance can hurt parent brands
    brand image

    11
    End of Session 6/12

    12

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