BRANDS & BRANDING

Brand portfolio & architecture - 1

Session 11

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 Learning objectives
• Portfolio structure
• Roles within a portfolio
• Branding and sub-branding
strategies, including co-branding

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 Brand Portfolio

Product defining roles Portfolio Roles

•Master brands • Strategic brands
•Endorsers • Branded energizers
•Subbrands • Linchpin brands
•Descriptors Brand • Silver bullets
•Product brands Architecture • Flankers
•Umbrella brands • Cash cow brands
•Branded differentiators
•Co-brands
•Driver roles

Brand Scope
• categories & sub Portfolio Structure Portfolio Graphics
categories •Grouping • Logo
• Future scope •Hierarchy trees • Visual presentation
•Range

Synergy Leverage Relevance Strong brands Clarity

•Optimal •Extend current •Adapt to market •Differentiated
resource •Create for future dynamics •Energized
allocation •Create new
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Product Defining Roles

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 Master brand
• The primary indicator in the
offering, e.g.
– 3M in 3M Accuribbon
– Maruti in Maruti Zen
– Tata in Tata Indica

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 Endorser Brands

An established brand that provides

credibility and substance to the
offering of other brands – through its
strategy, resources, values, heritage

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 There are 4 types of
Endorsement
E n d o r s e r R o le s

S tro n g
E n d o rs e r
3M-Post It, Apple-iMAC, Britannia-Tiger

T o k e n
E n d o rs e r
A Quality product of Hindustan Unilever

S h a d o w
Lexus – Toyota
E n d o rs e r
Levi-Dockers

L in k e d
Big Mac, Mcmuffin, Mcnuggets, Mcpizza
N a m e
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 Example
• Powerful Corporate Brands as Endorsers
– Nestle – Kit Kat
– Parle – Frooti
– Gillette – Mach3
– GE – Lights, Appliances
– Virgin – Rail, Bride, Atlantic
• Powerful Celebrity Names as Endorser
Brands
– Jordan – Nike, After Shave
– Paul Newman – Pasta Sauce
• Powerful Icons as endorser names
– Monet – Shirts
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 Sub-Brands

Sub-brands modify the associations of the

master brand in a specific product-market
context.
It attempts to create a brand significantly
different from the master brand by adding a
dimension, and thus be appropriate for a
segment.

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 Examples: Sub-brands
• Hot and Sweet • Maggi
• Zen • Maruti
• Regency • Hyatt
• Laser jet • HP
• Dairy Milk • Cadbury
• Macintosh • Apple
• Carrera • Porsche
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 Descriptors
• Describes the offering in functional
terms
– Pepsodent toothbrush
– Pepsodent Gum Care toothpaste

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 Product brand
• Product offering of a master brand
and a subbrand
– Toyota Corolla
• Or a master brand and a descriptor
– Tata salt

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 Umbrella brand
• Defines a grouping of product offerings
under a common brand. This can be a
more effective and appropriate vehicle
to gain relevance, visibility and
differentiation than individual product
brands
– Microsoft Office (Word, Excel, Access,
Powerpoint)
– FedEx e-Business Tools (eShipping Tools,
eCommerce Solutions, eCommerce
Builder) 14
 Driver role
• Reflects the degree to which a brand
drives purchase decision and defines
the use experience.
• Generally, the master brand is dominant
– however, other elements can also
influence decisions
– Toyota Corolla
– Acer Ferrari

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 Branded differentiators
• A brand or a sub-brand that defines
a feature, service, program,
ingredient – which adds perceived
value to the offering
– Ziploc Colorloc
– Whirlpool CleanTop
– Godrej with G3
– Tata-BP Formula VX 101
– Jet Airways Jet Privilege Program
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 Co-brands

Brands from different organizations

combine to create an offering in which
each co-brand plays a driver role

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 Examples
• Pillsbury Brownie with Nestle
Chocolate
• Jet-Visa-Citibank Credit Card
• Shoppers Stop First Citizens Club-
HSBC Credit Card

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 Co-branding is powerful
when…
• Association of each brand is strong
and complementary
• Purchase intention for a Consumer
Entertainment product:
– Only Kodak: 20%
– Only Sony: 20%
– Kodak and Sony: 80%
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 Co-branding Positives
Works best when:
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Captures 2 or more sources of brand equity
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Enhance value proposition

Increase point of differentiation

Cobranding must enhance the

new offering AND the original
brands

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 Brand scope
• Leverage brand assets by extending
strong brands whose associations
will travel across product categories
• Scope of a master brand can be
extended by the use of subbrands
and cobrands, also as an endorser
• Must define potential intra-portfolio
relationships, migration paths, and
conflicts 21