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Branding Strategy: Matrix and The Brand Hierarchy Help To Characterize

Branding strategy is critical for helping consumers understand products and services. Two important tools are the brand-product matrix, which defines relationships among brands and products, and the brand hierarchy, which graphically portrays a firm's branding strategy through multiple levels from corporate to individual brands. Cause marketing and green marketing can help build brand equity by associating a brand with positive causes.

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Manpreet Uppal Randhawa
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107 views18 pages

Branding Strategy: Matrix and The Brand Hierarchy Help To Characterize

Branding strategy is critical for helping consumers understand products and services. Two important tools are the brand-product matrix, which defines relationships among brands and products, and the brand hierarchy, which graphically portrays a firm's branding strategy through multiple levels from corporate to individual brands. Cause marketing and green marketing can help build brand equity by associating a brand with positive causes.

Uploaded by

Manpreet Uppal Randhawa
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Branding strategy

Branding strategy is critical because it is the means by which the firm can help consumers understand its products and services and organize them in their minds. Two important strategic tools: The brand-product matrix and the brand hierarchy help to characterize and formulate branding strategies by defining various relationships among brands and products.

Brand-Product Matrix
1 A Brands B C

Products 2 3

Must define:

Brand-Product relationships (rows)

Line and category extensions Brand portfolio

Product-Brand relationships (columns)

Important Definitions

Product line

A group of products within a product category that are closely related The set of all product lines and items that a particular seller makes available to buyers The set of all brand lines that a particular seller makes available to buyers

Product mix (product assortment)

Brand mix (brand assortment)

Brand Hierarchy

A means of summarizing the branding strategy by displaying the number and nature of common and distinctive brand elements across the firms products, revealing the explicit ordering of brand elements A useful means of graphically portraying a firms branding strategy

Brand Hierarchy Levels


Corporate Brand (General Motors)

Family Brand (Buick)

Individual Brand (Park Avenue)

Modifier: Item or Model (Ultra)

Brand Hierarchy Tree: Toyota


Toyota Corporation
Toyota (Trucks) Toyota (SUV/vans) Toyota (Cars) Toyota Financial Services Lexus

Corolla
CE S LE

Camry
SE LE XLE

Avalon
Platinum Edition XL XLS

Celica
SE SLE

ECHO

Matrix

MR2 Spyder

Prius

Corporate Brand Equity

Occurs when relevant constituents hold strong, favorable, and unique associations about the corporate brand in memory Encompasses a much wider range of associations than a product brand

Family Brands

Brands applied across a range of product categories An efficient means to link common associations to multiple but distinct products

Individual Brands

Restricted to essentially one product category There may be multiple product types offered on the basis of different models, package sizes, flavors, etc.

Modifiers

Signals refinements or differences in the brand related to factors such as quality levels, attributes, functions, etc. Plays an important organizing role in communicating how different products within a category that share the same brand name are

Corporate Image Dimensions

Corporate product attributes, benefits or attitudes


Quality Innovativeness Customer orientation

People and relationships

Values and programs


Concern with the environment Social responsibility


Expertise Trustworthiness Likability
11.11

Corporate credibility

Brand Hierarchy Decisions

The number of levels of the hierarchy to use in general How brand elements from different levels of the hierarchy are combined, if at all, for any one particular product How any one brand element is linked, if at all, to multiple products Desired brand awareness and image at each level

Number of Hierarchy Levels

Principle of simplicity

Employ as few levels as possible Logic and relationship of all brand elements employed must be obvious and transparent Create global associations that are relevant across as many individual items as possible Differentiate individual items and brands

Principle of clarity

Principle of relevance

Principle of differentiation

Brand Architecture Guidelines

Adopt a strong customer focus Avoid over-branding Establish rules and conventions and be disciplined Create broad, robust brand platforms Selectively employ sub-brands as means of complementing and strengthening brands Selectively extend brands to establish new brand equity and enhance existing brand equity

Corporate Brand Campaign

Different objectives are possible:

Build awareness of the company and the nature of its business Create favorable attitudes and perceptions of company credibility Link beliefs that can be leveraged by product-specific marketing Make a favorable impression on the financial community Motivate present employees and attract better recruits Influence public opinion on issues

Using Cause Marketing to Build Brand Equity

The process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives

Advantages of Cause Marketing


Building brand awareness Enhancing brand image Establishing brand credibility Evoking brand feelings Creating a sense of brand community Eliciting brand engagement

Green Marketing

A special case of cause marketing that is particularly concerned with the environment Explosion of environmentally friendly products and marketing programs

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