Brand-Product Relationship

BrandBrand-Product Relationship

Introduction

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

BrandBrand-Product Relationship
To assign an exclusive name to a product, having its own individual positioning
Brand portfolio correspond to product portfolio

Product-Brand Strategy
Company X Brand A Brand B Brand N

Product A

Product B Positioning B

Product N Positioning N

Each new product receiving its own personal brand name

Positioning A

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P&G: detergents-Ariel, Tide, Dash Food sector: bring out new specialty product -> product-brand portfolio is extensive Mineral water: evian, perrier strict indication of identity (Post-it) Branduct : (product ->category ) ,

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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; copy y Shelf-space . .

BrandBrand-Product Relationship

Line-Brand Strategy

Line-Brand extends its specific concept across different products

Cross Branding; product with complementary features

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Renault: Baccara version; a line brand indicating leather seats, a luxurious interior, etc. beauty-care industry: a complete line of products go with for balding man LOreals Studio Line: offering youngsters a structuring gel, etc.

It It It

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established by building on the success of the original product with practical variations of a closely associated nature. Eg) typical approach followed by perfumes It A

: raises the selling power of the brand and creates a strong image of consistency leads to ease of line extension reduces launch costs : lies in the tendency to forget that a line has limits powerful innovation could slow down its development Eg) Nestle-Bolino

BrandBrand-Product Relationship
Brands bring all their products together under one promise or positioning

Range-Brand Strategy
Brand

Brand Concept

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

Clarins Concept: the specialist In beauty care

Fluids Gels Etc

Cream Solutions Soothing line Slimming and forming line Line Y

: It avoids the random spread of communication by concentrating on one single name : The Brands opacity as it expands : 1. the brand needed to be nurtured in such a way as to express its individuality 2. The consumer has to be assisted in sifting through the mass of products -> converted to product lines

food sector (Green Giant, Dole), cosmetics, clothes (Benetton, Kookai, etc) kitchen equipment (Moulinex, Seb,.) accessories (Samsonite,.)

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Building up Brand awareness (which can be shared by products) Refining brand concept Approach: by concentrating on specific products, called vector product -> shared by the other products in the range not directly mentioned

BrandBrand-Product Relationship
The same brand supports several products in different markets, each with its own communication and individual promise

Umbrella-Brand Strategy
Brand

Yet each product retains its generic name

Products or services A Specific Communications By product Or service A

B B

C C

N N

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Canon: cameras, photocopiers, and office equipment under one name Yamaha: motorcycles, pianos, guitars Mitsubishi: banks, cars, domestic appliances : Capitalization on one single name Little marketing investment is required : Each division within the organization handles its own communication(to get the best out of the particular market in which it operates) Awareness resulting from the umbrella effect is not sufficient 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

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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

BrandBrand-Product Relationship
Identical to umbrella-brand strategy, Apart from Products are now directly named

Source-Brand (Parent) Strategy

Parent Brand Personal brand names Specific Communication Products Brand A Promise A Product A Or Line A Brand B Promise B Product B Or Line B Brand C Promise C Product C Or Line C

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Perfume: no longer come under a generic tag, such as eau de toilette or eau de parfum, but each has its own name, e.g., Jazz, Poison, Opium, Nina, etc -> two tier brand structure known as double-branding

: ability to impose a sense of difference and depth e.g. chanel: coco and no.5 : overstepping the limitation of the parent brands core identity; keeping within strict boundaries where brand extension is concerned. : if looking for greater freedom, endorsing-brand strategy is more suited.

endorsing brand
source brand: the offspring may have their own Christian names, but are still tied to the family spirit which dominates endorsing brand: products follow their singular paths under a simple common guarantee problem with many brands is that they have converted from source brands to endorsing brands.

BrandBrand-Product Relationship
It gives its approval to a wide diversity of products grouped under product brands, line brands or range brands
Promise A

Endorsing-Brand Strategy
Promise B Promise C Product C Or Line C Brand C Promise N Product N Or Line N Brand N

Product A Product B Or Line A Or Line B Brand A Brand B

Each product is still free to show its originality; hence the wide variety of names and symbols

Placed lower down in its basic reassuring role

Endorsing Brand

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GM: Pontiac, Buick, Oldsmobile, Chevrolet, etc Kellogg: Country Store, Rice Krispies, Frosties, etc ( Kellogg normally tends towards product brands-Frosties, All Bran, Corn Flakes, etc refers to particular products) Nestle: Crunch, Golden Graham, Nescafe, etc name : indicated either by an emblem next to the brand or as a simple

: grater freedom of maneuverability which it confers e.g. Nestle: baby food, children;s chocolate, coffee, soup market profits from the advantages offered by specifically named products. less costly ways of giving substance to a company name and allowing it to achive brand status.

BrandBrand-Product Relationship

Conclusion

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

BrandBrand-Product Relationship
to capitalize on them and nourish them. (3M)
Overhead projectors, cameras Medical adhesives Post-it Extra, Magic Video cassettes Racoon (nick name) Generic denomination Schotch Brite (3M medical division) Schotch Sometimes with the 3M endorsement, sometimes alone Y Z W

A Case of Brand Proliferation

Use the name of one of its existing primary brands,

New philosophy emphasizes 3Ms role 3M as an endorsement brand.

Corporate Branding Policy Committee Establish corporate guidelines for brand use Review the brands world strategies Approve any new brand requests New guidelines introduced 1. The trademark 3M should endorse all products (with one exception, a cosmetic line) 2. No products would carry more than two brands. 3. All brands will be global, which means no more creation of local brands. Will the product create a new primary demand? (Postit)

3M

brand proliferation and dilution of identity But 29 6 (65% , )

, 25% u

brand proliferation Policy It has 1,500 product brands, which are correspondingly specialized, and each one receives too little financial support to be properly supported. Furthermore, the effect is to create a screen, Hiding the corporation 3M.

Sub brands -allowed only when the primary brand alone does not accomplish sufficient differentiation

1989: 73 new brands created 1991: 4 created brand portfolio: 1500-> 700

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BrandBrand-Product Relationship
Choosing a brand policy is not a stylistic exercise, but a strategic decision to promote products with a long-term brand capital aim. long1. 2. 3.

Selection Criteria
The product or service Consumer habits The firms competitive position firm

Carvet France
Specific type of Bordeaux wine

Club Med Abroad

Multiproduct name Club Med . product brand -Hilton, Sheraton, Meridien, Sofitel brand policy
Economy hutted villages No appreciable wine-producing Industry

, rangerangeLuxury golf hotels

. ..

The Carvet brand has meaning only when it can offer a plus which other Bordeaux cannot

Club Med
Unitary Brand name

Consumer is more accustomed to interpreting the various pointers to specification on wine label: region, vintage, type of vine, year

Consumer may not fully appreciate the meaning of appellation, vintages, and other details.

& Advertising Campaign Despite their differences, all these products

Product brand

Umbrella brand covering many generic French regional wines

share the same model and values. Their common features speak louder than their differences.

Denominative policy results from a recognition of the brands duties as expected by the customer, brand customer, When compared with the function and meaning of other product-. range-, and line-brand names, product- rangelinenames, Including objective and subjective quality indicators such as packaging, advertising and the retailers own prescription and advice. retailer

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BrandBrand-Product Relationship
Major corporations selling to both industrial and consumer markets must decide how much emphasis they will put on product brands and how much visibility they will give to the corporate name

Selection Criteria

Trend now exists in favor of corporate branding

For a long time, corporations remained hidden for security purposes: in the event of problems with one of brands, The corporation would not be hurt. Reciprocally, the brands would not suffer from corporate problems. However, the advantages in the uncommon event of crisis are now outweighed by certain disadvantages.
Ie) Unilever: is starting an endorsement policy in Europe and adds its corporate name in small type under its Persil Akzo: remained largely unknown; gained a poor image in terms of its technology because of this lack of visibility Johnsons: all products are endorsed by Johnsons, despite their being strong product brands in their own right.

ICI
A Top-down policy (umbrella-brand policy)

Branding policy

GE

-a range of technical products which remain unbranded (polyurethanes) A hand-in-hand policy (endorsement-brand policy) -adds its corporate reputation and reassurance on technology and quality for the customers of famous mass-market brands (Dulux-paint) A product brand-only policy (makes no reference at all) -Tactel(fiber-fashion industry) is far removed from the imagery of the chemical industry

The monolithic one (GE as an umbrella brand) -GE signs the product or company as single-brand (GE Silicones, GE Aircraft Engines, GE Motors) The endorsement type -GE signs adjacent to a specific product or company name (GE-X) The holding type -GE is discretely mentioned in such term as (X, member of the GE group) The autonomous product or company -making no reference to GE

All companies must define strict guidelines with which to face these naming and branding decisions. manager Guidelines bring rationality and coherence to decisions so far made according to each managers Subjectivity. They become a tool of consensus and delegation. This is all the more necessary if the delegation. Company is international and sells innumerable products.

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BrandBrand-Product Relationship 7 forms of strategy; Increasing degrees of autonomy

The product do not have their own names
-stamp of the powerful brand; Ie) Lacoste shirt, socks, sweaters - q product status . ie) St. Michael, Sony -not suitable for weak brands, Since they are unable to inject a common quality or spirit into the products bearing their name

Product Names: What Autonomy?

The brand dominates The product

-emphasizes a brand whose image is reflected in every model. -The customers will will discover all the objective and subjective attributes which go to make up the brand identity. ie) Mercedes: call its models the 190, 200, and so on.

In naming, it provides A forceful reminder of The source brand

-Each product is simply a variation on the brands values deriving from a common core. ie)Diorssimo, Miss Dior -strict association between brand and product allows the rising brand to express its identity and system of values by means of those little extra touches. -The principle should not be applied to too many products at one time. Ie) Nescafe, Nesquick, Nestea..

Wish to show an association between brand and products through suffix,

-The brand takes them under Its exclusive wing, expressing their innovative qualities. Ie) Lancome: Niosome, Noctosome

Totally autonomous product brand, with no offshoots or Affiliations

Ie) Signal, Crest, Persil, Jif, and Sun

The relationship between product and brand is bottom-up

-Nominal and semantic detachment allows brand to extend without destabilizing the heart of the brand. Ie) Diors Capture and Poison perfumes, Johnsons Pledge -Exhausted or weak brands . Ie)car industry; Renault R5, R9 1990 c own-name policy . Clio, Chamade .

Wish to show an association Between brand and products through term (ex:prefix)
Ie) Clarins: multi-tensing gel, multirestoring fluide generic name . 1. Prefix . 2. Clarins chose to capitalize on term: multi infers a complete course of treatment, corresponding to the Clarins identity and intent. ->product line rather than mono products

The choice between these policies depend greatly on the strength of the brand and its will, will, the strength of its new products, and the force of its commercial strategy. products, strategy.
Firms that have extensive growth policy in an effort to capture a larger share of the market -Range . (P&G) Firms opt for an intensive policy by developing their sales to existing customers - range . (ex-Apple; MacWrite, MacPaint, etc)

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BrandBrand-Product Relationship
similar firms competing in the same area [Retailer sector] Wide range of brand policies

Retailer Brand Policies

Retailer brands have typically been umbrella brands, exclusive to the retailer, each covering a number of groceries cosmetics products within a similar sphere Sainsbury: began as far back as 1869 Houseware Co-op: officially register its brand in France in 1929 The retailers saw these products in an essentially defensive role, a reaction against reluctant manufactures who were not supplying them. Carrefour (1976) 1. a new type of retailer brand known as banner. => signifies an attacking strategy. Umbrella brand cover . retailer signature emblem guarantee freedom produ t line . => stan e: national brands 2. banner 3. Retailer . q generi unbranded . National brand quality 30~40% pa kage banner brand . 4. generi banner retailer Banner brand retailer . 5. Carrefour c freedom line , corporate branding policy .

Umbrella brand

Own brand or Private label-different name from that of the retailer, Ie) Marks & Spencer - St. Michael.
-share one essential difference from their earlier counterparts -in many cases they are product or line brands, designed to capture customers from the market leader, hence the name counter brands. tactic: 1. Major brand 2. , major brand R&D , retailer shelf q

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BrandBrand-Product Relationship

Retailer Brand Policies

Brand Owner Brands Main Purpose To capture clientele of A targeted brand To personalize the product To incorporate the Product among others To identify the product source Product brand Line brand Range brand Umbrella brand Source brand Endorsing brand Manufacturer Retailer Counterbrand
Own-label Own-label

(Banner brand) Retailer named brand

To indicate the manufacturer

Corporate branding

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BrandBrand-Product Relationship

Breakdowns in the Brand-Product Relationship: A Few Classic Examples

BrandBrand-product relationship organization aims at optimally managing the image flows.

Descending flows; from the brand to the products -whenever their sales could be increased by the application of a source-effect. Regenerate brand -thanks to a bottom-up image flow Horizontal flows between the products -themselves can be a source of added value and may lead the consumer to try more products.
P1

Pn
Horizontal flows between the products

All brand architectures

initial goals

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BrandBrand-Product Relationship

Breakdowns in the Brand-Product Relationship: A Few Classic Examples Classic cases of failure

1. A brand disappearing behind one of its products -the most frequent case; Parent brand .
-brand range Ie) Anais-Anais Honeywell ( . Cacharel identity . ) parent brand

2. Brand-product disconnection
-When the company prefers to remain in the background, its image is not nurtured by its best-selling products and cannot act as an endorsement brand on other products. ie) Essilor: Varilux endorse . Seiko, Nikon Corning Pyrex ware corning .

Brand ore

5. The insisten e on ertain a ounting methods.

line range ommuni ation support line .

A brand map visual layout of brand-produ t relationships, distan es and stru ture

Core produ t

benefit

line line overshadow . ie) Playtex-Cross Your Heart, Super Look bras .

Produ t with no mention of brand

Produ t with a spe ifi name and a small mention only of the brand

-parent brand source brand brand value core identity . brand core name double branding ie) Kelloggs: health and nature brand core Generic name . (eg. Kelloggs Corn Flakes ) - Choco pops, Frosties less health oriented, with more fun and gimmicks -> receive double branding c brand map .

. endorsing

identity

seg

-in ase of a range brand, the produ ts of the range must work in synergy and omplementarity to fulfill the brand mission, but it often happens that many produ ts in a range have their separate lives, unexpe ted and even ontradi tory. Ie) Johnnie Walker - a lassi ase of verti al disruption of the brand. (a brand suffers when it signs both a basi , low-pri ed produ t and a top- lass, premium-pri ed produ t.) -Bla k label johnnie walker , Red label . -> johonnie walker -> brand reposition range . (johnnie walker bla k label Gold label Premier . Bla k label range . Johnnie walker symbol .)

3. Excessive use of product name-

4. Range disruption or breakage

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