1. Branding and Naming Strategies
Chapters 11 & 12

2. Brand-Product Matrix: Relationships Diagramed
Brand line - all products sold under a brand
Brand portfolio -set of all brands and brand lines a company offers in a product category; used to maximize equity (BR, Gap, ON)
Product line - products similar in price, TA, or distribution
Product mix - all product lines
Brand mix - all brand lines

3. Breadth of Branding Strategy: Product Mix
Aggregate market factors - size, growth, stage, profits
Category factors - competition, bargaining power of buyers & suppliers
Environmental factors - technological, economic, political, social

4. Depth of Branding Strategy
Multiple brands are used to pursue multiple market segments
Segment Ford brand
Luxury (MB, Lexis) Jaguar, LRover
Up-market (BMW,Cad) Volvo, Lincoln, Astin Martin
Mid-price (HTN, GM, Ford, Mercury,
Chrysler) Mazda

5. Depth Tactics
Flankers - to create stronger POP with competition so flagship brand keeps desired position (Philip Morris’ use of discount Basic to protect Marlboro hi $)
Cash cow - milked till dead (Trac II)
Low end entry or hi end prestige - sub brands used to leverage on basis of price or quality (BMW Z3, 700 series)

6. Brand Hierarchy Corporate - GM Family - Buick Individual - Park Avenue
Modifier (model) - Ultra

7. Branding System
Product brand - individual positioning (P&Gs Ariel, Tide, Dash detergents)
Line brand - cross branding (Renault)
Range brand - one name for a group (Green Giant vegetables)
Umbrella brand - one brand for products in many markets (Canon copiers, cameras, equipment)
Source brand - family with different names (Calvin Kline perfume, clothing lines)
Endorsing brand - diverse products & brands (General Motors cars)

8. Equity Corporate level image determinants
Common product attributes, benefits (Quality, innovation)
People and relationships (customer orientation)
Values and programs (social resp)
Corporate credibility (expertise, trust, likeability)

9. Designing branding strategy
Corporate dominant
corporate brands (Kellogg)
house brands (Frosted Flakes
Mixed brands
duel brands (equal prominence)
endorsed brands (Chevy Blazer)
Brand dominant
mono brand (Absolute)
furtive brand (identity secret; Turning Leaf)

10. Corporate/Product Relationships
Single entity: Federal Express
Brand dominance: Marlboro (PM)
Equal dominance: Nissan Maxima
Mixed dominance: Bosch/ Blaupunikt
Corporate dominance: Xerox
Acura - from equal (Acura Legend) to corporate dominance (Acura 3.5RL)

11. Question
Characterize Mercedes’ Benz brand hierarchy. How would you improve the company’s branding strategy?
Characterize Nissan’ hierarchy. How does their strategy differ from that of MBZ?

12. Naming choice for new products
New brand name
Apply existing brand name (TracIII)
Combination of new with existing brand name (brand extension)
line extension - new flavor, Absolute citron
category extension - Swiss Army luggage

13. Expanding meaning with brand extensions
brand product extension meaning
Crayola crayons paint, clay kid craft
Swiss Army knife luggage adventure
Mont Blanc pens watches luxury
Billabong surfboard snow & all sports
skate boards

14. Master brands
Owning an association in the consumer’s mind: Band-Aid, Alka-Seltzer, Jell-O, Crayola, Vaseline
Difficult to extend directly to other product categories.
Directions for leveraging master brands are:
Sub-branding to give new element (DuPont Stainmaster carpet)
Super-branding adds improved element (Everready Energizer batteries)
Brand bundling fortifies master w/co-branding
Brand bridging to new category

15. You be the judge
Evaluate whether or not the following brand extensions work and why
Honda lawn mowers
Smuckers’ ketchup
Visa traveler’s checks
Cracker Jack cereal
Harley Davidson wine coolers