Branding Strategy Levels (8) Flashcards
There are different ______ by which a company can choose to brand.
levels/strategies
What are three levels by which a company can choose to brand?
Individual Branding Umbrella Branding sub-branding
What is umbrella branding?
a single brand identity that spans or covers multiple products.
What is another name for an individual branding strategy?
house of brands strategy
In an individual branding strategy, sometimes called a house of brands strategy, a company brands each product ___________
individually Each product has a different name and each has a different brand strategy.
What is the benefit of an individual branding strategy?
The benefit of such a strategy is that the company can market to very different segments with distinctly different brands to fit each segment.
The benefit of an individual branding strategic is that the company can market to very different _________ with distinctly different brands to fit each segment.
segments Each product can have its own brand associations. The company can also offer a wide range of products at different price points and quality levels.
An individual branding strategy helps the company manage ______
risk
How does individual branding help companies manage risk?
when one product gets negative press, there is not as much of an effect on the other brands owned by the company because the public sees them as distinctly different entities. A company can also easily sell off one of the brands as it has its own self-contained brand independent of the company.
What is an example of a company that uses individual branding?
Take the company Procter and Gamble. It owns both the Old Spice aftershave and Secret deodorant brands. Those two products are branded very differently and independently of each other. They are able to target very different markets, and very few people, if any, associate them as related products or brands.
What is the downside to individual branding?
A downside to this strategy is cost. Advertising and building brand associations costs money, and building a brand for each separate product is expensive. The company does not get the benefit of economies of scale in advertising and promotion for branding.
______ and building ______ associations costs money, and building a brand for each separate product is _______
Advertising, brand, expensive
What are two other names for umbrella branding?
family branding, branded house
What is umbrella branding?
In this strategy, marketers brand an entire group of products either at the institution level or at the level of a group (family) of products.
In umbrella branding , marketers brand…
an entire group of products either at the institution level or at the level of a group (family) of products.
What are upsides to umbrella branding?
- they can reap the benefits of economies of scale in advertising and branding. - They can develop a brand strategy for a large number of products, and the associations for the brand carry over into the entire group of products. - A company can introduce a new product into the market with it immediately carrying the common brand and the associations that go along with it.
-they can reap the benefits of _______ of ______ in advertising and branding. - They can develop a brand _______ for a large number of products, and the associations for the brand carry over into the entire group of products. - A company can introduce a new product into the market with it immediately carrying the common _____ and the ______ that go along with it.
economies, scale strategy brand, associations
what is an example of umbrella branding?
Great Value is an example of umbrella branding. All of the Great Value products carry similar packaging, and all feature the name Great Value — even if the products are vastly different from one another. All of their products have the brand associations as well.
What is a downsides to umbrella branding?
there are risks of negative spillover effects. A negative occurrence with one product in the brand line can affect all of the brand associated products.
Umbrella or individual? 1. they can reap the benefits of economies of scale in advertising and branding. 2., Advertising and building brand associations costs money, and building a brand for each separate product is expensive 3. Each product can have its own brand associations. 4. negative occurrence with one product in the brand line can affect all of the brand associated products. 5. A company can introduce a new product into the market with it immediately carrying the common brand and the associations that go along with it. A company can also easily sell off one of the brands as it has its own self-contained brand independent of the company.
- u 2. I 3. I 4. u 5. u 6. I
What is sub-branding?
institution develops a brand but then also brands products or groups of products individually as well. It’s often called endorsed branding because the individual products are branded but backed by the endorsement of the institutional brand as well.
What is another name for sub-branding?
endorsed branding
Sub-branding is when an institution develops a brand but then also….
brands products or groups of products individually as well.
Sub-branding is often called ______ branding because the ________ products are branded but backed by the __________ of the institutional brand as well.
endorsed, individual, endorsement
What does divest mean?
sell-off
With sub-branding, the individual products get the benefit of the positive _____ -_____ of the institutional branding.
carry-over
Also, the company can still divest (sell off) a product and simply remove the institutional name (or endorsement) from the branding.
Give an example of sub-branding:
Take General Motors, for example. The company has developed a strong initial flagship brand for its institution and also developed brand strategies for individual vehicle models. Their car models include Chevrolet, GMC, Cadillac, and Buick.
what is branding?
branding is the process of creating accurate brand identification and associations in the mind of the consumer. It is the proactive process of a company establishing a brand, both by increasing brand awareness and influencing the brand associations that consumers have.
is branding proactive or reactive?
proactive
branding is the process of creating accurate brand _______ and ________ in the mind of the consumer.
identification, association
Branding is the _______ process of a company establishing a brand, both by increasing brand _______ and influencing the brand ______ that consumers have.
praoctive, awareness, associations
