Brand Wars

5

4

3

PICTURE

START

The Kotler-Armstrong Model

Brand Positioning Attributes Benefits Beliefs & values

Brand Development Line extensions Brand extensions Multi-brands New brands

Brand Name Selection Selection Protection

Brand Sponsorship Manufacturer’s brand Private brand Licensing Co-branding

Brand Name Selection Selection Protection

Brands should be easy to pronounce to begin with.

Agnes B.

Balenciaga

“Arg-nias Bay”

“Ber-larn-sia-ga”

Gianni Versace “Gee-ya-nee Ver-sa-chee”

Hermés “Air-mez”

Givenchy “Jee-von-she”

Yves Saint Laurent “Eve Saint Lor-rong”

Brand Development Line extensions Brand extensions Multi-brands New brands

Brand names may not be appropriate for different products that do not fit in with the initial products.

Adapted from http://store.crabtree-evelyn.com/foo505722.html.

Brand Positioning Attributes Benefits Beliefs & values

Brand Development Line extensions Brand extensions Multi-brands New brands

Brand Name Selection Selection Protection

Brand Sponsorship Manufacturer’s brand Private brand Licensing Co-branding

Bringing Your Tomorrow’s Brand News Today

CREDITS Guests Ajay Kumar Rai as Philip Kotler Adrian Stephen Poon as Richard Branson Anchor V Geetanjali Rao Reporter Foo Hui Qing Editor Josephine Li