Alternative Branding Strategies

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Presentation transcript:

Alternative Branding Strategies Multiple Branding Strategies Sunbeam makes: Sunbeam Iron crockwear Toro makes: Toro snow blowers Toro lawn mowers Toro garden machines Multibranding Strategy Annheuser-Busch makes: Budweiser Busch Michelob Wurtburger Hofbran Procter & Gamble makes: Tide Cheer Ivory Private Branding Strategies A&P has: Ann Page canned goods Ann Parker bakery goods Eight O’Clock coffee Sears has: Kenmore appliances Craftsman tools Mixed Branding Strategy Michelin makes: Michelin tires Sears tires Epson makes printers as: Epson IBM Generic Branding Strategy Dog Food Peanut Butter Green Beans Paper towels Aspirin

Branding Five Options Growth Strategies Multi-Product Branding Multi-Mix Branding Multi-Branding Private- Branding Co-Branding Growth Strategies Line Extensions Brand Extension Flanker Brand Extension Fighting Brand

Some Brand Attribute & Image Dimensions

Brand Equity Brand Loyalty Brand Awareness Perceived Quality Reduced marketing costs Trade Leverage Attracting new customers -Create awareness -Reassurance Time to respond to competitive threats Brand Awareness Anchor to which other associations can be attached Familiarity-liking Signal of substance/commitment Brand to be considered Perceived Quality Reason-to-buy Differentiate/ position Price Channel member interest Extensions Brand Associations Help process/ retrieve information Creative position attitude/feelings Other Proprietary Brand Assets Competitive Advantage Provide value to customer by enhancing Customers: Interpretation/processing of information Confidence in the purchase decision Use satisfaction Provides value to firm by enhancing: Efficient & effective of marketing programs Brand Loyalty Price/Margins Brand Extensions Trade Leverage Competitive Advantage

Porter’s “diamond” of national competitive advantage Company Strategy, Structure and Rivalry Demand Conditions Related and Supporting Industries Factor Conditions