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Chapter 11

Chapter 11 – Designing and Implementing Branding Strategies

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MKT 510
Ida Berger

Wk. 7 – Chapter 11 – Designing and Implementing Branding Strategies Lecture on: October 25, 2012 Brand architecture  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 o Brand-product relationships – rows of the matrix, capture the brand extension strategy o Brand line – all product, original and product extensions. One row in matrix o Product-brand relationships – columns of the matrix, capture the brand strategy in terms of the number and nature of brands to be marketed in each category o Brand portfolio – all brands and brand lines that a particular firms offers for sale to buyers in a particular category, it is one particular column in the matrix o Product line – group of products with a product category that are closely related o Product mix – set of all product lines and items that a particular seller makes available to buyers o Brand mix – set of all brand lines available to buyers  Breadth of a branding strategy o 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 o 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  To increase internal competition within the firm  To yield economies of scale in advertising, sales, merchandising, and physical distribution o Maximize market coverage but minimize brand overlap o Flankers – “fighter brands” – purpose is to create stronger points of parity with competitors’ brands so that more important and more profitable flagship brands can reta
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