Session9

Question 1

describe the major decision PMs need to consider when developing their branding strategy

Answer 1

1. Brand elements, structure, and strategy
2. Designing a branding strategy
3. Brand elements and programs

Image - Define roles and cues
Equity - Define why your customer should care
Positioning - Define your differential advantage
Management - define your future plans

Question 2

reflect upon different types of brand architectures

Answer 2

Brand Architecture
(Look at chart in notes)

1 - Corporate Brand
2 - Business Brand, Business brand, Business Brand
3 - Division Brand - Family Brand
4 Product Brand (or brand modifier)

Free Standing - (Unilever)
Multi-brand (Virgin)

(Notes have graphics for this part)
Branded house: All sub-brands use the same master brand and only differentiate in their description.

House of Brands: Consist of variations of brands, each sub-brand operates independently and obtain separate market share and profits. E.g Proctor and gamble

Hybrid: Some companies combine the two types mentioned such as CocaCpola and GE. This type enjoys the advantages of both however it requires a higher level of brand management standards and more resource inputs.