MKT 510 Chapter 11: Chapter 11.docx
Document Summary
The brand-product matrix & the brand hierarchy help to characterize & formulate branding strategies by defining various relationships among brands & products. The branding strategy & brand architecture, for a firm tells marketers which brand names, logos, symbols, & so forth to apply to which new & existing products. Architecture is the planned design of a system. Brand architecture is not the brand strategy, brand elements or brand marketing plan. Maximize transfer of equity to/from the brand to individual products to improve trial & repeat purchase. Brand-product matrix: a graphical representation of all the brands & products sold by the firm: brand of firms as rows; corresponding products as columns. P&g carrying 5 distinct brands in the detergent category reasons: maximize market coverage & minimize brand overlap: product line: a group of products within a product category that are closely related.
