BRAND-PRODUCT RELATIONSHIP

WHAT IS BRAND
Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors.

WHAT IS PRODUCT/SERVICES
A good, idea, method, information, object, or service that is the end result of a process and serves as a need or want satisfier. It is usually a bundle of tangible and intangible attributes (benefits, features, functions, uses) that a seller offers to a buyer for purchase.

Six types of relationship between brand and product (or service)

product brand

line brand
range brand umbrella brand source brand (or parent brand) endorsing brand

Product-Brand Strategy
To assign an exclusive name to a product,

having its own individual positioning.

Each product receiving its own personal brand name. P&G: detergents-Ariel, Tide, Dash Food sector: bring out new specialty product -> product-brand portfolio is extensive.

 For firms focusing their attention on a particular market-by occupying several segments having different types Of expectations and needs-< maximizing its share of the market When segments are not too different Choosing one name per product helps the consumer see each other as being different For highly innovative firms who wish to preempt a positioning If the first brand in a new segment turns out to be satisfactory, it inherits the pioneer advantage.

Line-Brand Strategy
Line-Brand extends its specific concept across different products
Cross Branding; product with complementary features beauty-care industry: a complete line of products go with for balding women.

 Established by building on the success of the original product with practical variations of a closely associated nature. It raises the selling power of the brand and creates a strong image of consistency.

Range-Brand Strategy
Brands bring all their products together under one promise or positioning Brands bestow a single name and a promise on a group of products having the same level of ability

To assist its consumers in making sense of the scientific wording on products

food

sector (MCd), cosmetics, clothes (provoge) kitchen equipment, accessories ..etc

Umbrella-Brand Strategy
The same brand supports several products in different markets, each with its own communication and individual promise Yet each product retains its generic name Canon: cameras, photocopiers, and office equipment under one name Yamaha: motorcycles, pianos, guitars Mitsubishi: banks, cars, domestic appliances.

 Favored by multinational corporations marketing worldwide Being already established, their name and reputation is a major asset in entering segments or areas which they had not previously penetrated. Awareness of the brand brings about immediate approval.

An accident occurring with one product can affect the other products under the same umbrella The more a brand covers different categories, the more it stretches and weakens- greatest handicap is its vertical extension Awareness resulting from the umbrella effect is not sufficient.

Source-Brand (Parent) Strategy

Identical to umbrella-brand strategy, Products are now directly named.

Endorsing-Brand Strategy
It gives its approval to a wide diversity of products grouped under product brands, line brands or range brands. Each product is still free to show its originality; hence the wide variety of names and symbols.

 Profits from the advantages offered by

specifically named products. less costly ways of giving substance to a company name and allowing it to achieve brand status. Nestle: baby food, childrens chocolate, coffee, soup market. GM: Opel, Chevrolet, Buick.

In reality, firms adopt hybrid configurations in the form of a range, umbrella, parent, or endorsing brand, according to the products.

BRAND PORTFOLIO

What is brand portfolio

The total collection of trademarks that a company applies to its products or services. Each make or brand within a business' brand, portfolio might be registered under applicable trademark laws and can represent a valuable asset to a company that is often actively promoted to potential customers.

Brand Portfolio Strategy

Brand portfolio strategy specifies the structure of the brand portfolio and the scope, roles, and interrelationships of the portfolio brands. The goals are to create synergy, leverage, and clarity within the portfolio and relevant, differentiated, and energized brands.

Product Defining Roles Brand Portfolio

Portfolio Roles

Brand Portfolio Strategy

Brand Scope Portfolio Structure

Portfolio Graphics

Brand Portfolio
Brand portfolio includes all the brands and sub-brands attached to product market offerings. In order to distribute the companys investment most effectively, we have to look at the relationships between all the sub-brands and its strategic importance in overall brand building.

Endorsers Brands Master Brands

Alliance Brands

Brand Portfolio
Corporate Brands Branded Energizers

Branded Differentiators

MASTER BRAND
A specific overarching brand name that serves as the main anchoring point on which all underlying products are based. Master branding attempts to create a strong association between a company's products and what the brand represents. While individual products will always have their own names/brands, it is the master brand that contributes to the consumer's belief that the product is different compared to all others in its class.
Ex- apple,intel

ENDORSERS BRAND/PARENT BRANDS

These brands enter the marketplace as their own brands but have the strong and visible endorsement of their parent organizations. For example, iPod is a parent-endorsed brand, as is Macintosh. Both enter the market carrying the strong, visible Apple logo, but the only name you see is the name of the brand you're buying at the moment: iPod or Mac

ALLIANCE BRANDS
Where two or more brands are strategically work together. Ex- nike & I pod

CORPORATE BRANDS
refers to a company applying its name to a product. The product and the company name become the brand name. The company can advertise several of its products under a single brand name in a practice referred to as family branding or umbrella branding. Ex- BMW,SONY

BRANDED DIFFERENTIATORS
It can be a feature, service, program or ingredient. Customer will not pursue substitutes if the brand is not available. Ex-apple provides high quality product.

BRAND ENERGIZERS
is any brand product, promotion, sponsorship, symbol, program, or other entity that by association significantly enhances and energizes a target brand. iTunes is a kind of either branded product or program for any people to easily download free music, video clips, movies and etc. This program is provided association of the branded energizer between Apple company and target brand.

Silver bullet brand

is the brands that can play a strategically significant role to positively change or support the image of another brand. As an iPod is a small product which it easily and conveniently to use. It can contain a lot of music. This branded product is the cheapest price while comparing with other Apple product ,and it is also the best selling product,. iPod has many great qualifications at a cheap price thus it can play a strategically significant role to positively change or support the image of Apple company and other Apple brand.

Cash Cow brand

Is a brand that does not require as much investment as other portfolio brands. The sales may be stagnant or slowly declining, but there is a hard-core loyal customer base that is unlikely to leave the brand, for example Mac Book.

Product defining roles AND Portfolio roles

Product-defining roles and Portfolio roles, specify the varied set of roles that each brand could potentially play. iPhone: A Mobile phone, a widescreen iPod, an Internet device. Apple reinvents the phone.

eMac was initially available only for

educational markets.

Linchpin Brand
Will directly influence significant sales and

market position in the future.

iPhone is such a linchpin brand product for

Apple company, because it represents the future ability to control a substantial and critical segment in the mobile phone industry.

Portfolio graphics
portfolio graphic indicate how they are to be presented by themselves and relative to other brands.

Portfolio structure
The portfolio structure formalizes the relationships between the brands.

Apple
iMac
eMac iMac Mac mini

Mac Book
Mac Book Mac Book Pro

I pod
Apple TV iPhone iPod Touch iPod nano iPod Classic iPod shuffle

Brand scope
-The brand scope reflects the product categories or subcategories for which each brand will be relevant and the relationships between brand contexts.