18-01-2016, 03:40 PM
Branding Strategy
Leveraging the power of the brand name to cover the market more effectively Brand associations.
Why do we do it?
Phenomenally expensive to create and promote a new brand name (at least 100 – 150 million dollars) Too many brands out there.Increase productivity of current marketing programs
Case 1
Your brand has a respectable market share but you want it to grow. What do you do?
Address segment needs more precisely.How can you use the equity of the brand name to address segment needs even better?
Sub-branding
Creating new brands which are part of the parent brand family – expressed as suffixes of the parent brand.
e.g Nike Air Jordan is a sub-brand of Nike which is the parent brand. Air Trigo, Air Mohawk are sub-brands of Nike Air.
Apple I-Pod, I-Pod Mini, I-Pod Shuffle and now the I-Pod Nano