Aubrey's Corner

Brand Building Strategies

PRODUCT BRANDING
This is of the sort one- brand

one product. By way of customer perception and knowledge processing, the best way to designate a product is to give it an exclusive name, which would not be out there to another product. Within the product branding strategy the model is promoted solely so that it acquires its personal identity and image. This way the model is able to acquire a distinct position in the buyer’s mind. The thrust is on making the brand acquire its ‘personal’ set of associations and stand on its own. Product branding allows a brand achieve exclusivity and differentiation.

It does not share other products and does not take on firm associations. The company’s name takes a backseat and the product doesn’t get benefits from the corporate name. The best advantage on this case is that a brand might be targeted accurately to a distinct goal market or clients as a result of its positioning will be exact unambiguous. Clients join simply with product manufacturers since what the brand represents tends to be clear.

P&G have been follower of the product branding strategy. P& G’ s into child care, beauty care, female care, health care, cloth care, house care, food and beverages, etc. P&G has been an ardent follower of the product model strategy. Its brands are stand alones; folks do not even know that all of them share a typical root in P&G. the company does not share a standard identity. Thus, a company following product branding is better positioned to venture into unrelated areas of exercise without being a subject of market scrutiny.

Another advantage is that with an identifiable brand uniquely positioned and directed at a segment, the firm is able to cover an entire market spectrum by making a number of model entries.

The drawbacks of product brands are primarily cost based. Creating individual brand is costly exercise. Solely the firms that have deep pockets and long endurance can adopt this strategy.

LINE BRANDING

That is of the type ‘One brand many merchandise’ Generally a model is launched with a definite concept e.g. Lakme ‘supply of radiant beauty’ Winter Care lotion .The model appeals to a distinct market segment who respect and like the brand concept. The core thought is that the model connects with the patron group. Now the shoppers don’t tend to be content material with the one product, which the brand offers. Fairly they need further product which go hand in hand with the brand idea or software; for instance a Lakme consumer needs all the products which enhance magnificence-magnificence lotion, deep pore cleansing cream, lipsticks, nail enamel, eye make up etc.

Line branding strategy illustrates how well cultivated model will be extended on to a bunch of associated products beneath a typical concept. This strategy seeks to penetrate the shopper reasonably than penetrating the market. It seeks to satisfy all complementary needs that surround a basic need. Line manufacturers start with a product however later prolong too a complete vary of complementary products. The products within the line draw their identity from the primary brand. Advertising merchandise as a line enhances the brand’s advertising and marketing power relatively than selling them as an individual brand.
Colgate has a whole vary of dental care products. Colgate Whole, Colgate Gel, Colgate toothpowder, as well as the assorted toothbrushes.

BRAND EXTENSION

Brand extensions, that are a well-liked means of introducing new merchandise to the marketplace, fall underneath the .One brand all products. kind of brand name strategies. In a typical model extension situation, an established brand name is applied to a brand new product in a category both associated or unrelated, as a way to capitalize on the fairness of the core model name. Client familiarity with the present core brand title aids new product entry into the marketplace, and helps the brand extension to seize new market segments quickly.

Brand extensions are available two primary kinds: horizontal and vertical. In a horizontal model extension state of affairs, an existing brand name is applied to a new product introduction in both a related product class, or in a product class fully new to the firm. A vertical model extension, then again, involves introducing a model extension. In the identical product class as the core model, but at a different worth point and quality level. In a vertical model extension scenario, a second model identify or descriptor is usually launched alongside the core brand identify, with a purpose to exhibit the link between the model extension and the core model identify (e.g. Marriott Accommodations, Courtyard Inn by Marriott). Although a brand extension aids in generating shopper acceptance for a new product by linking the brand new product with a recognized model or company name, it additionally dangers diluting the core model picture by depleting or harming the fairness, which has been constructed up inside the core brand name. An inappropriate model extension may create damaging associations, which may be very difficult for a company to overcome. The various kinds of brand extensions are:

Product kind extension:
Product launched in a unique form normally means line extension fairly than brand extension. But if different product form constitutes completely a special product category from customer behavior perspective, it might be called model extension. For e.g. liquid milk and dried milk will not be perceived because the product category. Equally chocolate bars and chocolate powder belong to different product categories.

Companion Product:

Model extension is within the form of companion products is maybe probably the most common. The concept maybe is to capitalize on product complementarily. The patron could view both products collectively and hence, present scope for launching brand extension.

Customer franchise:

A marketer might lengthen a product vary in order to meet the needs of a particular customer group. For example, an organization could launch quite a lot of merchandise meant for e.g. nursery going school children. The main target here isn’t buyer base however their numerous needs.

Company experience:

Model extensions typically come in the types of different product category introductions using a typical title however emanating from a common expertise pool. This strategy is especially true in Japanese countries.

Brand distinction:

Many manufacturers achieve distinction in the form of a novel attribute, profit or characteristic, which will get uniquely associated with the brand. In such situations the corporate can work backwards to launch completely different products, which essentially money in on this distinction.

For instance, Parachute might have the expertise of coconut nourishment in prospects thoughts over time. This could give the corporate Marico the opportunity to launch a variety of products exploiting this distinction.

Model image or status:

A model extension could involve a foray in to unrelated product categories based mostly on a model’s unique picture or prestige. Model exclusivity or prestige bestows nice extension opportunities. This is notably true of designers and artist brands.

UMBRELLA BRANDING

This again is of the type .One model all products. An umbrella model is a parent model that appears on plenty of products which will each have separate brand images. Companies have a short-run incentive to scale back quality and save costs, as customers can only observe quality ex post.
Videocon’s range of dwelling appliances . air conditioners, refrigerators, televisions, washing machines, etc. Phillips also has an entire range of residence appliances below the brand title Phillips-the mixers, irons, televisions, etc.

Umbrella branding scored well on the dimension of economics. Investing in a single model is more cost effective than making an attempt to build plenty of brands. By leveraging a standard title across a wide range of products, the brand distributes its investment. Hence umbrella branding works out to be a cheap strategy. Using an umbrella model to enter into new markets (Tata making a foray into the automobile automobile market) permits considerable savings. The model bestows the brand new product benefits of brand consciousness, associations and immediate goodwill.

One first clarification for brand extensions is that umbrella branding is a type of economies of scope, as it economizes on the costs of making a brand new brand. Brands have an intrinsic value (status or in any other case) and are due to this fact like a ‘public good’ in the sense that the extra merchandise are bought beneath the same model the greater the overall value created. A different perspective on brand extensions is that, in a world where shoppers are unsure about product traits (as a result of horizontal or vertical differentiation), manufacturers could play an informational role. Umbrella branding might scale back uncertainty about a new product’s attributes, a fact that increases worth if customers are threat averse. Considering these components it may be said that umbrella branding is a superior strategy when there’s a significant overlap between the set of buyers of every of the firm’s products. This result extends the nicely-recognized notion that brand extensions and umbrella branding are solely successful if there is a good match between the totally different merchandise beneath the same umbrella.

The main hazard related to umbrella branding is that since many merchandise share the common title, a debacle in one product class may influence the products due to shared identity.

ENDORSEMENT BRANDING

Endorsement branding technique is a modified version of double branding. It makes the product model title extra significant and corporate brand title is relegated to a lesser status. The umbrella model is made to play an oblique role of passing on certain common generic associations. It’s only mentioned as an endorsement to the product brand. By and enormous, the brand seeks to face on its own.

The brand gets the endorsement that it belongs to specified company.

Kit Kat offers the signal that it belongs to Nestle and Dairy Milk conveys that it belongs to Cadburys. Cinthol’s communication stresses that it is a Godrej product.

Although these brands get pleasure from their distinctive picture, somewhere within the picture the makers affiliation is also a part. Endorsement branding strikes a stability between umbrella and product branding.

In case of Cadbury’s and Nestle, the brands mentioned above have their own distinctive place and image. Cadbury’s or Nestle support the brands to the extent that they transfer sure qualities or associations, which improve buyer’s trust. Manufacturers are recognized by their own name.

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