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MAHARSHI DAYANANDMAHARSHI DAYANAND

COLLEGECOLLEGET.Y.BMM(2010-2011)

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SANKET S. SHIRODKAR 3

NISHANT V. SINGH .

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BrandBrand

StrategyStrategy

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A name, term, sign, symbol, or design (or

some combination there of) used to

identify the products of one firm and todifferentiate them from competitive

offerings.

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Products that carry the name of the

MANUFACTURER

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y Called blanket branding strategy

y Called family branding strategy

y Use one name for all its products

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y Makes possible line extensions

y Sub branding combines a family brand with a

new brand

y Too many uses for one brand name can dilute

the meaning

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y Giving each product a distinct name

y Use when each brand is intended for a

different market segmenty Has become more complex in the global

marketplace

y

Promotional costs are higher withmultibranding

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y Often called private labeling or reseller

branding

y Use the brand name of a wholesaler or

retailer.

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y A no-brand product that competes on

price

y Low cost, no frills

y 30%-40% cheaper than national brands

y 20%-25% cheaper than store brands

y good market share in some categories

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y Co-branding is a form of co-operation, inwhich all the participants' brand namesare retained.

y two or more well-known brandscombined in an offer" and each brandsponsors expect that the other brandname will strengthen the brandpreference or purchase intention andhope to reach a new audience.

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Brand licensing is the process of creating

and managing contracts between the owner of

a brand and a company or individual whowants to use the brand in association with a

product, for an agreed period of time, within

an agreed territory.

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y Licensing is used by brand owners to

extend a trademark or character onto

products of a completely different nature.

y when corporations found that consumers

would actually pay money for products

with the logos of their favorite brands on

them

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y Breyers yogurt, TGI Friday's frozen

appetizers, Dodge power tools, and Lucite

nail polish are only a fraction of the

products carrying well-known brandnames which are made under license by

companies unrelated to the companies

who own the brand.

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y The liberalization of the Indian economy in

1992 brought a slew of international brands

to India. Many of these brands have been

licensed to Indian companies. Arvind Brandsrepresent Wrangler, Arrow, Nautica, Jansport

and Kipling. The Murjani Group is the

licensee for FCUK and Tommy Hilfiger.

Beverly Hills Polo Club (BHPC) is licensedto Spencers Retail. Extend Brands represent

the No Rules brand in India.

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y Brand line: All products sold under brand

y Product line: Products similar to price, TA

or distribution

y Brand Portfolio: Set of all brands and

brand lines a company offers in a product

category; used to maximize equity

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Corporate Brands

Range Brand

BrIndividual Brand

Modifier

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