Amity Business School

MODULE-I
Amity Business School
 Amity Business School

BRANDING STRATEGY
BRAND POSITIONING BRAND NAME
SELECTION

Attributes Selection
Benefits Protection
Beliefs and
Values

BRAND DEVELOPMENT BRAND SPONSORSHIP

Line Extensions Manufacturer’s Brand

Brand Extension Private brand
Multi brands New Licensing
Brands Co-branding
 Amity Business School

BRAND POSITIONING

• 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.
 Amity Business School

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.
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BRAND SPONSORSHIP
• Manufacturer’s brands
– Operated by
Manufacturer itself
• Private brands
– A brand created and
owned by reseller
• Co-branding
– Collaboration between
two companies’
department
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BRAND DEVELOPMENT
Product Category

Existing New

Line Extension Brand extension

Existing

New Brands
New Multi brands
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LINE EXTENSION
Existing brand names are
extended to new forms, sizes,
and flavors of an existing
product category. Example:

• Fair & Lovely Fairness Cream-1978

• Fair & Lovely Ayurvedic Fairness
Cream-2001
• Fair & Lovely Fairness Cream with
extra brightness -2003
• Fair & Lovely Menz Active-2006
 Amity Business School

BRAND EXTENSION
Existing brand names are extended
to new or modified product
categories. Example:
Virgin Atlantic
Virgin Mobile
Virgin Cosmetics
Virgin Trains
Virgin Money
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MULTI BRANDS
New brand names are introduced in the same
product category.
HUL: Lux, Lifebuoy, Liril, Hamam, Breeze, Dove, Pears,
Rexona
 NEW BRANDS Amity Business School

New brand names

in new categories
are introduced.
Example:
Nescafè (Coffee) KitKat
(Confectionery) Buxton
(Water) Buitoni (Pasta)
Sveltesse (Chilled Diary)
Shredded Wheat (Cereals)