08 Branding Strategy

Branding Strategy Brand Name (vocalized) or Symbol (unutterable?)

Trademark Legal Protection

Imply Image Differentiated Product Dangers are generity and infringement.

Branding Strategy Why brand? Aid in promotion Simplify handling Pull product through channel Enhance control by manufacturer Emphasize quality

Branding Strategy Strategy Options Individual Brands no connections

Blanket Brands help pull new products through channel

Separate Family Brands similar manufacturing but not marketing does not tie all products together

Branding Strategy Strategy Options (cont.) Brand Extension Brand X, new and improved, with additives, new package size, new flavor…..

Multibrand (proliferation) increase shelf space and market share catch brand switchers reach new segments

Branding Strategy Strategy Options (cont.) Brand Repositioning move to a better segment competition increased in current segment customer preference changed new segment opened up

Branding Strategy Developing a Brand Name should suggest product benefit or quality easy to spell, remember, pronounce distinctive no negative connotations no legal restrictions cannot be immoral, deceptive, scandalous

Stealth Marketing Video Branding strategy Individual or separate family brand

Derived from buyer behavior analysis and segmentation strategy.

Intel Video Branding Strategy Family Branding

Generity Problem ……..Does the “Intel Inside” strategy work?