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    Brand Product Matrix

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    Veer Jawandha
    Branding strategies involve defining the relationships between brands and products through tools like the brand-product matrix and brand hierarchy. The branding strategy clarifies understanding and communicates similarities and differences between products to motivate purchase. It must maximize market coverage while minimizing brand overlap. A brand hierarchy graphically portrays the strategy through levels like corporate, family, and individual brands.

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    Brand Product Matrix

    Uploaded by

    Veer Jawandha
    4K views18 pages
    Branding strategies involve defining the relationships between brands and products through tools like the brand-product matrix and brand hierarchy. The branding strategy clarifies understanding and communicates similarities and differences between products to motivate purchase. It must maximize market coverage while minimizing brand overlap. A brand hierarchy graphically portrays the strategy through levels like corporate, family, and individual brands.

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    Branding strategies involve defining the relationships between brands and products through tools like the brand-product matrix and brand hierarchy. The branding strategy clarifies understanding and communicates similarities and differences between products to motivate purchase. It must maximize market coverage while minimizing brand overlap. A brand hierarchy graphically portrays the strategy through levels like corporate, family, and individual brands.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    4K views18 pages

    Brand Product Matrix

    Uploaded by

    Veer Jawandha
    Branding strategies involve defining the relationships between brands and products through tools like the brand-product matrix and brand hierarchy. The branding strategy clarifies understanding and communicates similarities and differences between products to motivate purchase. It must maximize market coverage while minimizing brand overlap. A brand hierarchy graphically portrays the strategy through levels like corporate, family, and individual brands.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    You are on page 1of 18
    At a glance
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    The key takeaways are that branding strategy is critical for helping consumers understand a firm's products and services. Important strategic tools include the brand-product matrix and brand hierarchy, which help define relationships among brands and products.

    Two important strategic tools for characterizing and formulating branding strategies are the brand-product matrix and the brand hierarchy. They help define various relationships among brands and products.

    The role of brand architecture is to clarify brand awareness and improve consumer understanding, as well as to motivate brand image and maximize the transfer of equity between brands and individual products to improve trial and repeat purchases.

    BRANDING STRATEGIES

    Branding Strategy or Brand Architecture


    The branding strategy for a firm reflects the number and nature of common or distinctive brand elements applied to the different products sold by the firm.
    Which brand elements can be applied to which products and the nature of new and existing brand elements to be applied to new products

    11.2

    Branding strategy
    Branding strategy is critical because it is the means by which the firm can help consumers understand its products and services and organize them in their minds. Two important strategic tools: The brandproduct matrix and the brand hierarchy help to characterize and formulate branding strategies by defining various relationships among brands and products.
    11.3

    The role of Brand Architecture


    Clarify: brand awareness
    Improve consumer understanding and communicate similarity and differences between individual products

    Motivate: brand image


    Maximize transfer of equity to/from the brand to individual products to improve trial and repeat purchase

    11.4

    Brand-Product Matrix
    1 A Brands B C Products 2 3 4

    Must define:
    Brand-Product relationships (rows)
    Line and category extensions

    Product-Brand relationships (columns)


    Brand portfolio
    11.5

    Important Definitions
    Product line
    A group of products within a product category that are closely related

    Product mix (product assortment)


    The set of all product lines and items that a particular seller makes available to buyers

    Brand mix (brand assortment)


    The set of all brand lines that a particular seller makes available to buyers
    11.6

    Breadth of a Branding Strategy


    Breadth of product mix
    Aggregate market factors Category factors Environmental factors

    Depth of product mix


    Examining the percentage of sales and profits contributed by each item in the product line Deciding to increase the length of the product line by adding new variants or items typically expands market coverage and therefore market share but also increases costs
    11.7

    Depth of a Branding Strategy


    The number and nature of different brands marketed in the product class sold by a firm Referred to as brand portfolio The reason is to pursue different market segments, different channels of distribution, or different geographic boundaries Maximize market coverage and minimize brand overlap
    11.8

    Designing a Brand Portfolio


    Basic principles:
    Maximize market coverage so that no potential customers are being ignored Minimize brand overlap so that brands arent competing among themselves to gain the same customers approval

    11.9

    Brand Roles in the Portfolio


    Flankers (Necessary to protect others) Cash cows (Necessary to retain) Low-end entry-level High-end prestige brands

    11.10

    Brand Hierarchy
    A means of summarizing the branding strategy by displaying the number and nature of common and distinctive brand elements across the firms products, revealing the explicit ordering of brand elements A useful means of graphically portraying a firms branding strategy

    11.11

    Brand Hierarchy Tree: Toyota


    Toyota (Cars)

    Corolla
    CE S LE

    Camry
    SE LE XLE

    Avalon
    Platinum Edition XL XLS

    Celica
    SE SLE

    ECHO

    Matrix

    MR2 Spyder

    Prius

    Brand Hierarchy Levels


    Corporate Brand (General Motors)

    Family Brand (UltraTech)

    Individual Brand (Top Ramen)

    Modifier: Item or Model


    11.13

    Modifiers
    Signals refinements or differences in the brand related to factors such as quality levels, attributes, functions, etc. Plays an important organizing role in communicating how different products within a category that share the same brand name are

    11.14

    Brand Hierarchy Decisions


    The number of levels of the hierarchy to use in general How brand elements from different levels of the hierarchy are combined, if at all, for any one particular product How any one brand element is linked, if at all, to multiple products Desired brand awareness and image at each level
    11.15

    Number of Hierarchy Levels


    Principle of simplicity
    Employ as few levels as possible

    Principle of clarity
    Logic and relationship of all brand elements employed must be obvious and transparent

    Principle of relevance

    Create global associations that are relevant across as many individual items as possible Differentiate individual items and brands
    11.16

    Principle of differentiation

    Using Cause Marketing to Build Brand Equity


    The process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives

    11.17

    Advantages of Cause Marketing


    Building brand awareness Enhancing brand image Establishing brand credibility Evoking brand feelings Creating a sense of brand community Eliciting brand engagement

    11.18

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