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    Brand Matrix

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    Neetu Gs
    Branding strategy involves defining relationships among brands and products using tools like the brand-product matrix and brand hierarchy. A firm's branding strategy reflects which brand elements are applied to which products. The role of brand architecture is to clarify brands, improve consumer understanding of similarities and differences between products, and maximize brand equity transfer. Brand portfolios aim to maximize market coverage while minimizing brand overlap. Brand hierarchies graphically portray branding strategies by displaying common and distinctive brand elements across a firm's products and brands.

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    Brand Matrix

    Uploaded by

    Neetu Gs
    3K views28 pages
    Branding strategy involves defining relationships among brands and products using tools like the brand-product matrix and brand hierarchy. A firm's branding strategy reflects which brand elements are applied to which products. The role of brand architecture is to clarify brands, improve consumer understanding of similarities and differences between products, and maximize brand equity transfer. Brand portfolios aim to maximize market coverage while minimizing brand overlap. Brand hierarchies graphically portray branding strategies by displaying common and distinctive brand elements across a firm's products and brands.

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    Branding strategy involves defining relationships among brands and products using tools like the brand-product matrix and brand hierarchy. A firm's branding strategy reflects which brand elements are applied to which products. The role of brand architecture is to clarify brands, improve consumer understanding of similarities and differences between products, and maximize brand equity transfer. Brand portfolios aim to maximize market coverage while minimizing brand overlap. Brand hierarchies graphically portray branding strategies by displaying common and distinctive brand elements across a firm's products and brands.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    3K views28 pages

    Brand Matrix

    Uploaded by

    Neetu Gs
    Branding strategy involves defining relationships among brands and products using tools like the brand-product matrix and brand hierarchy. A firm's branding strategy reflects which brand elements are applied to which products. The role of brand architecture is to clarify brands, improve consumer understanding of similarities and differences between products, and maximize brand equity transfer. Brand portfolios aim to maximize market coverage while minimizing brand overlap. Brand hierarchies graphically portray branding strategies by displaying common and distinctive brand elements across a firm's products and brands.

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    DESIGNING AND IMPLEMENTING BRANDING STRATEGIES

    Branding strategy

    Is the means by which the firm help consumers understand its products and services and organize them in their minds. Two important strategic tools: The brandproduct matrix and the brand hierarchy help to characterize and formulate branding strategies by defining various relationships among brands and products.

    Branding Strategy or Brand Architecture

    The branding strategy for a firm reflects the number and nature of common or distinctive brand elements applied to the different products sold by the firm.

    Which brand elements can be applied to which products and the nature of new and existing brand elements to be applied to new products

    The role of Brand Architecture

    Clarify: brand awareness

    Improve consumer understanding and communicate similarity and differences between individual products Maximize transfer of equity to/from the brand to individual products to improve trial and repeat purchase

    Motivate: brand image

    Brand-Product Matrix
    Products 1 A 2 3 4

    Brands

    B C

    Understanding Matrix

    Product line

    A group of products within a product category that are closely related The set of all product lines and items that a particular seller makes available to buyers The set of all brand lines that a particular seller makes available to buyers

    Product mix (product assortment)

    Brand mix (brand assortment)

    Brand product matrix


    1 A Brands B C D 2 3 4

    1 A Brands B C D

    Brand extension strategy

    1 A Brands B C D

    Brand portfolio strategy

    Breadth of a Branding Strategy

    Breadth of product mix Aggregate market factors Category factors Environmental factors Depth of product mix Examining the percentage of sales and profits contributed by each item in the product line Deciding to increase the length of the product line by adding new variants or items typically expands market coverage and therefore market share but also increases costs

    Depth of a Branding Strategy

    The number and nature of different brands marketed in the product class sold by a firm Referred to as brand portfolio The reason is to pursue different market segments, different channels of distribution, or different geographic boundaries Maximize market coverage and minimize brand overlap

    Ford Brand Portfolio

    Designing a Brand Portfolio

    Basic principles:

    Maximize market coverage so that no potential

    customers are being ignored Minimize brand overlap so that brands arent competing among themselves to gain the same customers approval

    Brand Roles in the Portfolio


    Flankers Cash cows Low-end entry-level High-end prestige brands

    Brand Hierarchy

    A means of summarizing the branding strategy by displaying the number and nature of common and distinctive brand elements across the firms products, revealing the explicit ordering of brand elements A useful means of graphically portraying a firms branding strategy

    Brand Hierarchy Tree: Toyota


    Toyota Corporation
    Toyota (Trucks) Toyota (SUV/vans) Toyota (Cars) Toyota Financial Services Lexus

    Corolla
    CE S LE

    Camry
    SE LE XLE

    Avalon
    Platinum Edition XL XLS

    Celica
    SE SLE

    ECHO

    Matrix

    MR2 Spyder

    Prius

    Brand Hierarchy Levels


    Corporate Brand (General Motors)

    Family Brand (Buick)

    Individual Brand (Park Avenue)

    Modifier: Item or Model (Ultra)

    Corporate Brand Equity

    Occurs when relevant constituents hold strong, favorable, and unique associations about the corporate brand in memory Encompasses a much wider range of associations than a product brand

    Family Brands

    Brands applied across a range of product categories An efficient means to link common associations to multiple but distinct products

    Individual Brands

    Restricted to essentially one product category There may be multiple product types offered on the basis of different models, package sizes, flavors, etc.

    Modifiers
    Signals refinements or differences in the brand related to factors such as quality levels, attributes, functions, etc. Plays an important organizing role in communicating how different products within a category that share the same brand name are

    Corporate Image Dimensions

    Corporate product attributes, benefits or attitudes Quality Innovativeness People and relationships Customer orientation Values and programs Concern with the environment Social responsibility Corporate credibility Expertise Trustworthiness Likability

    Brand Hierarchy Decisions

    The number of levels of the hierarchy to use in general How brand elements from different levels of the hierarchy are combined, if at all, for any one particular product How any one brand element is linked, if at all, to multiple products Desired brand awareness and image at each level

    Number of Hierarchy Levels

    Principle of simplicity

    Employ as few levels as possible

    Principle of clarity

    Logic and relationship of all brand elements employed must be obvious and transparent

    Levels of Awareness and Associations

    Principle of relevance

    Create global associations that are relevant across as many individual items as possible Differentiate individual items and brands

    Principle of differentiation

    Linking Brands at Different Levels

    Principle of prominence

    The relative prominence of brand elements affects perceptions of product distance and the type of image created for new products

    Linking Brands Across Products

    Principle of commonality

    The more common elements shared by products, the stronger the linkages

    Brand Architecture Guidelines


    Adopt a strong customer focus Avoid over-branding Establish rules and conventions and be disciplined Create broad, robust brand platforms Selectively employ sub-brands as means of complementing and strengthening brands Selectively extend brands to establish new brand equity and enhance existing brand equity

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