Brand Management

This video is on Brand Management. Branding Decisions refer to the strategies made by an organization about a specific product or brand that it is promoting or building. Branding Decisions involve positioning, name selection, sponsorship, and development of a brand or a product so that it can take its desired place in the consumer’s mind and the marketplace Individual Brands Strategy Individual Brands Strategy refers to the marketing strategy where every product sold by an organization has a unique brand name. Individual Brands Strategy helps to create a distinct image, identity and position of the brand amongst its competitors. Examples 1. Nestle – Polo, Nescafe, Maggi, KitKat 2. Ferrero Group – Nutella, Kinder Joy, Tic Tac 3. Snickers – Bounty, Galaxy, Pedigree Umbrella Brand Name Umbrella Brand Name or Umbrella Branding refers to the marketing strategy where a single brand name is used for selling two or more related products. Umbrella Brand Name creates good brand equity for a single brand, saves on advertising and builds a great rapport with the customers Examples 1. Virgin Group – Virgin Media, Virgin Active, Virgin Atlantic 2. Honda family – Honda Accord, Honda City, Honda CRV Sub Brand Sub Brand refers to a secondary brand within the primary brand. These are especially created to reach new target audiences as it is easy for them to build and sustain connections with new customers. The Sub Brand aligns two or more of the individual product brand, family brand or corporate brand names. Examples 1. Cadbury is the main brand with Sub Brands – 5 Star, Gems, Dairy Milk 2. Apple’s Sub Brands are MacBook, Apple Watch, and iPhone Umbrella Brand refers to a brand that is used across a range of related product categories. The products in Umbrella Brand have somewhat similar features and functions and are often named under the same brand. What is Umbrella Branding? Umbrella Branding refers to a marketing technique where a single brand name is used for selling a range of related products. Umbrella Brand Advantages 1. One product’s success and accomplishments benefit all other products in that category as they are interlinked. 2. Preceding product quality reputation in the market. 3. Easy to launch new products as it can capitalize on the marketing campaign of earlier products and brand name. 4. Cost-effective entry under a reputed umbrella brand name. 5. Organizations can focus on one or family branding instead of spending on several products. Umbrella Brand Disadvantages 1. Maintaining the quality of every product under the umbrella brand is difficult hence the quality varies. 2. If the company is focused on one product then the chance of neglecting other products becomes high. 3. The bad reputation of one product affects other products negatively. Umbrella Brand Example Procter & Gamble [Corporate Brand] 1. Pantene 2. Oral-B 3. Gillette 4. VapoRub Unilever [Corporate Brand] 1. Axe 2. Dove 3. Lux Volkswagen [Corporate Brand] 1. Audi 2. Skoda 3. Volkswagen 4. Porsche 5. Lamborghini 6. Ducati Mondelez International [Corporate Brand] 1. Cadbury 2. Oreo 3. Tang 4. Toblerone This video is on Brand Management and it has the following sub-topics. Time Stamps 0:22 - Branding 9:46- Branding Decisions 13:29 - Umbrella Brand 17:58 - Brand Extension 25:56 - Brand Hierarchy 31:31 - Brand Portfolio 36:47 - Co-Branding 42:44 - Brand Repositioning 49:06 - Ingredient Branding