Alternative Branding Strategies Multiple Branding Strategies Sunbeam makes
Alternative Branding Strategies Multiple Branding Strategies Sunbeam makes: • Sunbeam Iron • Sunbeam crockwear Toro makes: • Toro snow blowers • Toro lawn mowers • Toro garden machines Multibranding Private Strategy Branding Strategies A&P has: Annheuser. Busch makes: • Ann Page canned goods • Budweiser • Ann Parker • Busch bakery goods • Michelob • Eight O’Clock • Wurtburger coffee • Hofbran Sears has: Procter & Gamble makes: • Kenmore appliances • Tide • Craftsman • Cheer tools • Ivory Mixed Branding Strategy Michelin makes: • Michelin tires • Sears tires Generic Branding Strategy • Dog Food • Peanut Butter • Green Beans Epson makes • Paper printers as: towels • Epson • Aspirin • IBM
Branding 1. Five Options a) b) c) d) e) 2. Multi-Product Branding Multi-Mix Branding Multi-Branding Private- Branding Co-Branding Growth Strategies a) b) c) d) Line Extensions Brand Extension Flanker Brand Extension Fighting Brand
Some Brand Attribute & Image Dimensions
Brand Equity Brand Loyalty • Reduced marketing costs • Trade Leverage • Attracting new customers -Create awareness -Reassurance • Time to respond to competitive threats Brand Awareness Perceived Quality Brand Associations • Anchor to which other associations can be attached • Familiarityliking • Signal of substance/commit ment • Brand to be considered • Reason-to-buy • Differentiate/ position • Price • Channel member interest • Extensions • Help process/ retrieve • Competitive information Advantage • Reason-to-buy • Creative position attitude/feelings • Extensions Provide value to customer by enhancing Customers: • Interpretation/processing of information • Confidence in the purchase decision • Use satisfaction Other Proprietary Brand Assets Provides value to firm by enhancing: • Efficient & effective of marketing programs • Brand Loyalty • Price/Margins • Brand Extensions • Trade Leverage • Competitive Advantage
Porter’s “diamond” of national competitive advantage Company Strategy, Structure and Rivalry Factor Conditions Demand Conditions Related and Supporting Industries
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