MKT 510 Chapter Notes - Chapter 11: Prestige Brands, Corporate Identity, Brand Equity
Document Summary
7 chapter 11 designing and implementing branding strategies. Branding strategy/brand architecture tells marketers which brand names, logos, symbols, etc. to apply to which new/existing products. Brand-product matrix graphical representation of all the brands and products sold by the firm: brand-product relationships rows of the matrix, capture the brand extension strategy, brand line all product, original and product extensions. Breadth of a branding strategy: describes the number and nature of different products linked to the brands sold. How many different product lines? (breadth of product mix) Aggregate market factors, category factors, and environmental factors make a product category attractive/unattractive. How many variants in each product line? (depth of product mix) Depth of a branding strategy: described as the number and nature of different brands marketed in the product class primary reason is market coverage. To increase shelf presence and retailer dependence in the store. To attract customers seeking variety to may otherwise switch to another brand.
