Managing & Expanding Brands Flashcards
Define brand levels
the hierarchy between brands
Explain the 4 brand levels
Corporate brand is the parent company
Umbrella brand or mother brand of multiple product categories
Subbrand or individual brand (limited to 1 product category)
Product brand (type or variety)
What are examples at every brand level?
corporate brand stellantis
umbrella brand PSA group or FCA group
sub-brand Jeep
product brand Jeep wrangler 392
Explain impact on brand levels and communication and positioning
corporate or parent companies have a different positioning
product brand has a more industry focused brand positioning
Explain what brand architecture is
combination of brand levels and brand names in an organisation
Name the different types of brand architecture
Branded House: the ‘mother brand’ is used for all products
Endorsed brands sub-brand but endorsement by parent brand
individual sub-brand has a key role, the mother brand only has a ‘background role’ (eg. Produced by/Powered by)
House of Brands; the corporate brand often is NOT known by consumers
Define co-branding
when 2 brands collaborate on a project to make a product apple and nike are one of them.
what are the different forms of co-branding?
Product level
Communication level
Distribution level
What is the criteria to be met on co-branding?
The brands are owned by different companies or business units
The brands/brand names are also used independently of each other
Both benefit from and contribute to the added value of the alliance
What are the advantages of co-branding?
Joined Research & Development
leveraging each other’s strong points
reduce cost of product introduction and marketing investments
new distribution channels
Source of additional revenue
What are the disadvantages of co-branding?
Loss of control
Risk of brand equity dilution (negative response)
Lack of brand focus & clarity
Strategy & profitability in the long run
Organizational distraction
