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21-07-2012, 11:11 AM
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Designing and implementing branding strategies
Designing and implementing branding strategies


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Brand architecture


Which brand names, logos, symbols and so forth to apply to which new or existing products.
Branding strategies can be distinguished as Corporate, family or individual brands
Role of defining a brand is:
Clarify – Brand
Motivate – Brand image


Categorization of brand strategies


Breadth – In terms of brand-product relationships and brand extension strategy
Depth - In terms of product-brand relationship and brand portfolio or mix


Breadth of a branding strategy


Refers to the number and nature of different products linked to the brands sold by the firm.
Factors affecting product attractiveness:
Aggregate market factors
Category factors
Environmental factors


Reasons for multiple brands in a category

Increase shelf presence
Attract consumers seeking variety who may otherwise switch to another brand
Increase internal competition within a firm
Economies of scale in advertising, sales, merchandising and physical distribution
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