Study of Brand Systems

Presented By:

Rahul Raheja- C21

Ram Raghav Tyagi- C3

What is a Brand?
A brand is a product, service, or concept
that is publicly distinguished from other
products, services, or concepts so that it
can be easily communicated and usually
marketed.
A distinguishing symbol, mark,logo,
name, word, sentence or a combination of
these items that companies use to
distinguish their product from others in the
market.

BRAND EXTENSION

When a firm uses an established brand to introduce a new

product

When a new brand is combined with an existing brand, the

brand extension can also be called a sub-brand

The existing brand is called the parent brand, and if

associated with multiple product is called a family brand.

www.brandextension.org/definition.html

BRAND EXTENSION

The key difference between line and brand extension is the

product category.

Example:
Sunsilk- Different variants
Bisleri- Different sizes
Vim- Bar, Liquid, Powder

www.brandextension.org/definition.html

BRAND ARCHITECTURE
Brand Architecture is the structure of brands within and
organizational identity.
It is the way in which the brands in a company portfolio are
related to or differentiated from one another.
Different Brand Architectures are:
A branded House
House of Brands
Endorsed Brands
Hybrid

www.brandingstrategyinsider.com/brand-architecture
ervinandsmith.com/blog/branding/four-brand-architecture-

BRANDED HOUSE

For large corps: Global corporations

with strong brand recognition and
equity

Highly-focused companies with

centralized brand management and
budgets.

When the masterbrand is strong, the

sub-brands benefit from that strength.

A significant amount of profits and

sales can get affected, if the mother
brand falters.
https://www.forgeideas.com

TATA- BRANDED HOUSE

ARCHITECTURE

HOUSE OF BRANDS

House of Brands strategy each

independent stand-alone brand
creates more market impact.

Allows firms to clearly position

brands on their functional benefits.

The individual brands stand on their

own, speak for themselves, can talk
to a particular audience, and have
their own brand promise

Each product needs attention and

dedicated cash flow to gain position
https://www.forgeideas.com

HOUSE OF BRANDS

ENDORSED BRANDS

Endorsed brands (like House of brands)

are independent, but they are also
endorsed by an organizational brand.

EndorserBrandArchitecture.
An
endorserbrandarchitecture is made up
of individual and distinct productbrands,
which
are
linked
together
by
anendorsingparentbrand

There can be also Token Endorsement as

in the case of Trident Oberoi or Ginger Taj

https://www.forgeideas.com

HYBRID

Some companies combine

Branded House and House of
Brands to form the architecture.

This type enjoys the

advantages of both the forms;
however it requires higher
brand management standards
and more resource inputs.

https://www.forgeideas.com

BRAND VALUE CHAIN

Brand value chain is a structured approach to assessing the

sources and outcomes of brand equity and the manner by which
marketing activities create brand value.

A value chain is the whole series of activities that create and build
value at every step. The total value delivered by the company is
the sum total of the value built up all throughout the company.

The value chain concept separates useful activities (which allow

the company as a whole to gain competitive advantage) from the
wasteful activities (which hinder the company from getting a lead
in the market). Focusing on the value-creating activities could give
the company many advantages. For example, the ability to charge
higher prices; lower cost of manufacture; better brand image,
faster response to threats or opportunities.
www.emeraldinsight.com/doi/abs/10.../S1069-0964(2012)0000018015

BRAND VALUE CHAIN

www.emeraldinsight.com/doi/abs/10.../S1069-0964(2012)0000018015

KISSAN

Kissan was introduced in 1935 in India and later in 1993,

HUL took it over from UB group
It is the market leader in Jam industry. Hence it was easy
for it to enter into ketchup and squash category

Marketing Mix
1. Product:
. The natural flavour of the ketchup
makes the food tastier to eat.
. The kissan ketchup pack comes in
different sizes,style like (pouch,
bottle,squeezo) and it can be easily
consumed by the common people
. The size of the packs is 200 gm, 500
gm, and 1 kg and also comes with 15
gm pouch pack

Marketing Mix
2. Price:

Marketing Mix
3. Place:

The fresh Kissan ketchup is available in almost all the

supermarkets and in the online grocery stores
Kissan ketchup is also present in rural areas

4. Promotion:

Kissan mainly advertises its core brand jam

Kissan campaign- Kissanpur

Brand Architecture
HUL

KISSAN

JAM

KETCHUP

SQUASHES

Line Branding:

Line brand starts with one product, but later extends to a set
of products which enhance the brand by reinforcing each
other.

BRAND VALUE CHAIN

Segmentation

Fast food lovers

Health Conscious consumers
Consumers who are particular about ingredients and flavors
Kissan is produced and consumed in almost all the countries where HUL has
its base
It has a tie up with Pizza hut and it is consumed in all the countries where
Pizza hut as its existence

Gender : Consumed by both male and female

Age : 5 50 years

BRAND VALUE CHAIN

Competitors

Maggi
Heinz
Delmonte
Tops

Points of Parity

Perfect Taste
Better Quality
Worth the Price
Preservation Ability
EUROMONITOR

BRAND VALUE CHAIN

Very high brand awareness, probably
the first brand to be recalled in
ketchup category
Kissan jams popularity has affected
the popularity of Kissan ketchup

AXE

Launched in 1999 as a deodorant only brand

Positioned as a male deo brand at a premium price
Extension to Soap category

MARKETING MIX
1. Product:

Extension to the bold AXE brand- AXE receives its bold factor from the
parent brand
It targets the young male segment who is willing to make bold
statement

2. Price:

Priced @Rs 35/- for 90gm, targets the affluent young male

3. Promotion:

AXE has crafted all its promotional strategies with the appeal of
unattainable male fantasy.
It carries a bold image and hence all the communications of the
advertisements revolve around an insecure novice who needs help in
getting women.

4. Place:

Targeted at the urban male, AXE soap is available in all urban retail
stores, supermarkets, ecommerce sites.

Brand Architecture
HUL

Axe

Axe
Deo

Axe
Shaving
Cream

Axe
After
Shave

Axe
Soap

LINE BRANDING

Axe
Talc

BRAND VALUE CHAIN

Target Segment Characteristics

BRAND VALUE CHAIN

Competitors

Points of Parity and

Difference

Market Share of AXE in Premium Bath

and Shower Category:
2012- 2.1%
2013- 2.4%
2014- 2.6%

EUROMONITOR

TITAN BRAN EXTENSION

Titan was created in 1984
It transformed the Indian watch
market
Titan entered eyewear segment in
2006

MARKETING MIX
1. Product

Products include frames, lenses, sunglasses, contact lenses

Quality Products
Caters to different age groups

2. Pricing

Price is affordable
Price ranges from Rs495 Rs4495

3. Product

Indias largest optical retail chain

Exclusive Titan Plus Showrooms across India 336 outlets

4. Product

Campaign of affordability, accessibility and availabilty

Free, zero error eye testing at stores

BRAND ARCHITECTURE

BRANDED HOUSE

BRAND VALUE CHAIN

Segmentation

BRAND VALUE CHAIN

Competitors
Unorganized sector is the biggest
competitor

International Competitors

Domestic Competitors

BRAND VALUE CHAIN

EUROMONITOR

THANK YOU!