Consistency doesnt mean uniformity with no changes

Consistency doesn’t mean uniformity with no changes: While there is little need to
deviate from a successful position, many tactical changes may be necessary to
maintain the strategic thrust and direction of the brand. When change is necessary,
marketers should vigorously preserve and defend sources of brand equity.
Brand Revitalization
Any new development in the marketing environment can affect a brand’s fortunes.
Nevertheless, a number of brands have managed to make impressive comebacks in
recent years. After some hard times, Burberry, Fiat, and Volkswagen have all turned
their brand fortunes around to varying degrees.
Sometimes the actual marketing program is the source of the problem, because it fails
to deliver on the brand promise. Then a “back to basics” strategy may make sense. As
noted previously, Harley-Davidson regained its market leadership by doing a better
job of living up to customer expectations as to product performance.
Devising a Branding Strategy
A firm’s branding strategy—often called the brand architecture—reflects the number and nature
of both common and distinctive brand elements. Deciding how to brand new products is especially
critical. A firm has three main choices:
1. It can develop new brand elements for the new product.
2. It can apply some of its existing brand elements.
3. It can use a combination of new and existing brand elements.
When a firm uses an established brand to introduce a new product, the product is called a brand
extension. When marketers combine a new brand with an existing brand, the brand extension can also
be called a sub-brand, The existing brand that gives birth to a brand extension or sub-brand is the
parent brand. If the parent brand is already associated with multiple products through brand
extensions, it can also be called a master brand or family brand.
Branding Decisions
ALTERNATIVE BRANDING STRATEGIES
1) Individual or separate family brand names. Consumer packaged-goods companies have a long
tradition of branding different products by different names.
2) Corporate umbrella or company brand name. Many firms, such as Heinz and GE, use their
corporate brand as an umbrella brand across their entire range of products.
3) Sub-brand name. Sub-brands combine two or more of the corporate brand, family brand, or
individual product brand names.
HOUSE OF BRANDS VERSUS A BRANDED HOUSE The use of individual or separate family
brand names has been referred to as a “house of brands” strategy, whereas the use of an umbrella
corporate or company brand name has been referred to as a “branded house” strategy. These two
branding strategies represent two ends of a brand relationship continuum. A sub-brand.

Brand Portfolios
Increasing shelf presence and retailer dependence in the store
2. Attracting consumers seeking variety who may otherwise have switched to another brand
3. Increasing internal competition within the firm
4. Yielding economies of scale in advertising, sales, merchandising, and physical distribution
The brand portfolio is the set of all brands and brand lines a particular firm offers for sale in a