Lecture 5: Brandscape KLPS: - Introduce notion of brand architecture - Examine examples of brand extensions and brand-stretching - Understand the concept of brandscape - Consider the co-dependency that brands have on each other in terms of creating meaning in the minds of consumers Brand architecture: The breakdown of a brand, its sub-brands and parent brands that create a brand house Spectrum of Brand Architecture Solutions amazon DISNEY Hybrid FedEx. P&G Unilever House of Brands Independent brands, each maximizing its impact on the market. Example: Master Brand Scotch Sub-Brand Magic Tape Maite Fiviste 12/ mc33. Scotch Endorser Brand Clear roles simplify decisions about brand expression Branded House Virgin Single parent brand spans a set of offerings.
Brand hierarchy: Brand Type Description Corporate Brand A single brand targeted at multiple stakeholders that unites the portfolio of brands under a common strategy Master Brand A broad brand that is the primary frame of reference for the customer. It is used as an umbrella across a wide range of product categories, services and geographies that can exist without the support of another brand. Category Brand Sub-Category Brand Product / Service Line Brand Example The WALT DISNEY Company WALT DISNEY PICTURES Broad groupings of product and service offerings that reflect multiple customer segments that use similar technologies. WALT DISNEY Animation Studios Groups of products and services within a Category that help customer find relevant offerings. They can be organized around products, applications or customer segments. Disney Princess Collection A collection of like offerings that helps simplify the buying process for the customer by signaling a unique value proposition relative to competitive offerings. . Brand extension: a firm uses an established brand name to introduce a new product. . Line extension: The parent brand is used to brand a new product that targets a new market segment within a product category currently served by the parent brand. · Category extension / Stretching: The parent brand is used to enter a different product category from that currently served by the parent brand. Coca Cola classic Diet Coke Coca Cola zero HEINZ TOMATO JUICE HEINZ BAKED BEANS P 33m 57 HEI HEINZ TOMATO KETCHUP - STfraen concentrent Above are types of innovation that encompass 3 different types of innovation: 1. Continuous innovation: a. Regular innovation with no new consumer behaviour required e.g: new kit kat flavour 2. Dynamically continuous innovation: a. Significant innovation requiring some change in consumer behaviour e.g: emergence of fast food 3. Discontinuous innovation: a. Totally new innovation requiring complete change in consumer behaviour e.g: laptops, facebook, mobile phones
Questions that should be asked before deciding whether a new branding venture should be done .. o What do consumers recognise about the brand? o What is its considered advantage? o Does this new venture affect its brand positioning? o Does it reflect brand voice/ personality? o Does it deepen connection with current audiences/ make sense to new ones? o Does it reflect brand venues? ->Example of failed branding ventures: Taco bell hotel & resort