Brand Architecture / Brand Extensions

Brand Relationship Spectrum Brand Extensions

Family Versus Multiple Brands Multiple (Individual) Brands

To Avoid Conflicts in Channels To Avoid Confusion Between Segments

Different brand names if different target segments accessed via different channels and or products

Why Create A New Brand?

Creating/Opening a New Category Entering an Established Category with no Cooptable Brand Equity from another source Or, you want to separate this offering from that source Entering a category where clear differentiation from similar/Identical offerings is clearly needed Others?

Basics of Brand Architecture: The Brand Relationship Spectrum

An organizing architecture Creating Brands is expensive/takes time. Not every offering is a brand Often better to add to a single brand, rather than proliferate brands Ingredient Branding: The power of multiple brands

Brand Relationship Spectrum

House of Brands

Endorsed Brands

Sub-Brands

Branded House

Independent Brands, Each working in their own right, belonging to a Remote parent firm

Independent Brands held by a remote parent company House of Brands

Not Connected

Shadow Endorser
Tide (P&G) Accura (Honda) Touchstone (Disney)

Nutrasweet (Searle) RCA (GE) Saturn (GM)

House of Brands (P&G)

Targets Niche Markets Highlights new offerings Avoids incompatibility Allows powerful names tied to benefit Avoids channel conflict Shadow Endorser: A Known organization is backing this brand

In a House of Brands
The key competency itself is often the creation, growth and Management of Brands More B-to-C than B-to-B: Most of the offering value is in the brand, and opposed to the product in use

Tide
8

Ariel

Ivory

Cascade

Brand Relationship Spectrum

House of Brands

Endorsed Brands

Sub-Brands

Branded House

Strong Brands on their own, strengthened in a customer-relevant way by an association with the parent brand

Endorsed Brands

Strong Brands on their ownin their segment, strengthened by the master brand

Token/Remote Endorsement
Grape Nuts from Post Dockers, by Levis Universal Pictures, a Sony Company

Linked Name

Strong Endorsement
Courtyard by Marriott Obsession by Calvin Klein Walkman by Sony

Nestea
McMuffin MaxPacks

Endorsed Brands
Independent Can provide Relevant Support Degree of relevant support determines level: Token, Linked Names, Strong Can Build Strength for both brands

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Brand Relationship Spectrum

House of Brands

Endorsed Brands

Sub-Brands

Branded House

Separate, Strong Brands tied to and synergistic with the parent brand

SubBrands
Co-Drivers
Gillette Mach 3 (Powerful Product Brand) Sony Trinitron DuPont Stainmaster (Powerful Ingredient Brand)

Separate Brands tied to Master Brand, Sub-ordinate and Synergistic

Master Brand as Driver

Buick LeSabre HP Deskjet Penn State Smeal (?)

Subbrands
Connected directly to the master brand -modify the emotional takeaway or proposition. Substantial potential impact on the master brand Critical: Degree to which they Co-Drive the buying process/decision

14

Brand Relationship Spectrum

House of Brands

Endorsed Brands

Sub-Brands

Branded House

Parent Brand Drives, products under it are named following their benefits or specifications

Branded House
Different Identity
GE Capital, Appliance Nestle Coffee, Morsels Levis Europe/US GE

Parent Brand the driving Branding element

Same Identity

BMW
Healthy Choice Virgin Penn State MBA (?)

Smeal (?)

A Branded House
Master Brand is driver across Multiple categories Under that primarily Product Descriptors/ Highly descriptive trademarks. Master brand should be in a position to add to and be strengthened by all the firms offerings.
BMW

530i
17

X5

750iL

More

Brand Separation Criteria

Branded House: Synergy in product line Combined visibility and relevance Single brand visibility, concentration of resources House of Brands: Eclectic product mix Risky product categories Channel conflict potential Business model supports creation of a brand

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Introduction
Persons identity serves to provide direction, purpose & meaning for that person Similarly Brand identity provides direction, purpose & meaning to the brand

Central to brands strategic vision..

Meaning
It is the unique set of brand associations that a brand strategist aspires to create or maintain Associations represents: What brand stands for Implies a promise to customers from the organization members Ex: Dominos Pizza

Why Brand Identity??

To establish relationship between brand & customer How?? By generating value proposition involving: Functional Emotional Self Expressive benefits

The Identity Structure

B. Identity has Core & Extended Identities

Core Identity
Represents timeless essence of brand Analogy: center that remains after you peel away onion layers Ex: Tata trust, quality Central both to meaning & success of brands..

Core Identity
Associations remain more constant as brand travels to new markets & pdts Core lasts long Ex: Bajaj Hamara Bajaj B. Position , Communication strategies & also extended identity might change but core remains unchanged..

Core Identity
Core identity follows from questions: Soul of the brand?

Values that drive the brand

Core competencies Organization behind the brand stand for..

Core Identity
Should include elements that makes brand unique & valuable Should contribute to value proposition

Extended Identity
Includes elements that provide completeness to the brand Important elements of brands marketing program be included

To add useful detail to complete the picture.