strategic brand mgt wk11a chp11

strategic brand mgt wk11a chp11 - v Strategic Brand M...

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v 12/08/2000 v Strategic Brand Management Koert van Ittersum
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v 12/08/2000 Overview v Brand-Product Mix v Brand Hierarchy v Designing a Branding Strategy
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v 12/08/2000 The Brand-Product Mix v = graphical representation of all the brands and products sold by the firm Products 1 2 N Brands A B M
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v 12/08/2000 The Brand-Product Mix v Row = Brand-product relationship = Brand line = all products sold under a brand o Brand extension strategy v Column = product-brand relationship = brand portfolio = all brands and brand lines o Brand portfolio strategy Products 1 2 N Brands A B M
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v 12/08/2000 The Brand-Product Mix v Product line = group of products within customer groups, are marketed through the same type of outlets, or fall within given price ranges v Product mix or assortment = set of all product lines and items that a particular seller makes available to buyers v Brand mix or assortment = set of all brand lines that a particular seller makes available to buyers Products 1 2 N Brands A B M
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v 12/08/2000 The Brand-Product Mix v Branding strategy = the number and nature of common and distinctive brand elements applied to the different products sold by the firm v Breadth of branding strategy – brand extension v Depth of branding strategy – brand portfolio
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v 12/08/2000 The Brand-Product Mix Breath of a Branding Strategy v Breath of branding strategy = number and nature of different products linked to the brands sold by a firm v Breadth of product mix v Depth of product mix
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v 12/08/2000 The Brand-Product Mix Breath of a Branding Strategy Breath of Product Mix v Number and nature of product lines v Product category attractiveness o Aggregate market factors Market size, - growth, stage in product life cycle, seasonality, profits o Category factors Threat of new entrants, bargaining power of buyers/suppliers, current industry rivalry o Environment factors Technological, political, economic, regulatory, social
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v 12/08/2000 The Brand-Product Mix Breath of a Branding Strategy Depth of Product Mix v
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This note was uploaded on 01/25/2011 for the course MGT 4304 taught by Professor Vanittersum during the Spring '08 term at Georgia Tech.

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strategic brand mgt wk11a chp11 - v Strategic Brand M...

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