ch.12 Flashcards
what is brand architecture?
defines both boundries and complexity , which different products should share the same brand name
to clarifey brand awareness?
improve consumer understanding and communicate similarties and differences of individual products
to improve brand image?
maximize transfer of equity
how to devolop brand architecture strategy?
1- defining brand potential
2- identifing brand extention opportunities
3- branding new products
what are the important characteristics while defing brand potential?
1- brand vision
2- boundries
3- postioning
branded house?
creates single powerful image (fedex)
sub-brands?
combing corprate brands with powerful sub brands (iphone)
house of brands?
targeting diverse markets
reasons for introducing multiple brands in a category?
attract customers by wide variety
increase internal competition within the firm
brand portfolio consists of?
1- flankers: protective or fighter brands, creates strong POP with competitors, must not be attractive
2- cash cows: sustainable, milked with capitalizing on their resevior of existing equity
3- low end, prestige brands: attract customers with brand franchise and adding prestige and credibility
brand hierarchy levels?
1- corprate: highest level, corporate image (mondelez)
2- family brand level: used in more that one category but not neccesarly with the same name (cabrey, milka)
3- individual brand level: one product category (dairy milk)
4- modifier level: designate a specifec item, more relevant to customers (bubbly, silk)
5- product descriptor: identifies what the product does
challanges in setting up brand heirarcheys?
1- specific brand to be introduced
2- number of levels to use
3- desired brand awarness and image at each level
4- best way to link one brand element to multiple products
guidelines for brand heirarrchy?
1- decide which products to be introduced
2- decide the number of levels
3- decide the level of awareness and associations at each level
4- decide how to link brands from defferent levels to a product
5- how to link a brand across the products
deciding which products to be introduced consists of?
1- principle of growth: invest in expansion, penetration
2- of survival: achieve brand equity
3- of synergy: enhance equity of the parent brand
decide of numvers of levels consists of?
1- simplicity: few levels as possible
2- similarity: relationship of all brands must be obvios
