Brand Management

This video is on Brand Management.
Branding Decisions refer to the strategies made by an organization about a specific product or brand that it is promoting or building.
Branding Decisions involve positioning, name selection, sponsorship, and development of a brand or a product so that it can take its desired place in the consumer’s mind and the marketplace
Individual Brands Strategy
Individual Brands Strategy refers to the marketing strategy where every product sold by an organization has a unique brand name.
Individual Brands Strategy helps to create a distinct image, identity and position of the brand amongst its competitors.
Examples
1. Nestle - Polo, Nescafe, Maggi, KitKat
2. Ferrero Group - Nutella, Kinder Joy, Tic Tac
3. Snickers - Bounty, Galaxy, Pedigree
Umbrella Brand Name
Umbrella Brand Name or Umbrella Branding refers to the marketing strategy where a single brand name is used for selling two or more related products.
Umbrella Brand Name creates good brand equity for a single brand, saves on advertising and builds a great rapport with the customers
Examples
1. Virgin Group - Virgin Media, Virgin Active, Virgin Atlantic
2. Honda family - Honda Accord, Honda City, Honda CRV
Sub Brand
Sub Brand refers to a secondary brand within the primary brand. These are especially created to reach new target audiences as it is easy for them to build and sustain connections with new customers.
The Sub Brand aligns two or more of the individual product brand, family brand or corporate brand names.
Examples
1. Cadbury is the main brand with Sub Brands - 5 Star, Gems, Dairy Milk
2. Apple’s Sub Brands are MacBook, Apple Watch, and iPhone
Umbrella Brand refers to a brand that is used across a range of related product categories.
The products in Umbrella Brand have somewhat similar features and functions and are often named under the same brand.
What is Umbrella Branding?
Umbrella Branding refers to a marketing technique where a single brand name is used for selling a range of related products.
Umbrella Brand Advantages
1. One product’s success and accomplishments benefit all other products in that category as they are interlinked.
2. Preceding product quality reputation in the market.
3. Easy to launch new products as it can capitalize on the marketing campaign of earlier products and brand name.
4. Cost-effective entry under a reputed umbrella brand name.
5. Organizations can focus on one or family branding instead of spending on several products.
Umbrella Brand Disadvantages
1. Maintaining the quality of every product under the umbrella brand is difficult hence the quality varies.
2. If the company is focused on one product then the chance of neglecting other products becomes high.
3. The bad reputation of one product affects other products negatively.
Umbrella Brand Example
Procter & Gamble [Corporate Brand]
1. Pantene
2. Oral-B
3. Gillette
4. VapoRub
Unilever [Corporate Brand]
1. Axe
2. Dove
3. Lux
Volkswagen [Corporate Brand]
1. Audi
2. Skoda
3. Volkswagen
4. Porsche
5. Lamborghini
6. Ducati
Mondelez International [Corporate Brand]
1. Cadbury
2. Oreo
3. Tang
4. Toblerone
This video is on Brand Management and it has the following sub-topics.
Time Stamps
0:22 - Branding
9:46- Branding Decisions
13:29 - Umbrella Brand
17:58 - Brand Extension
25:56 - Brand Hierarchy
31:31 - Brand Portfolio
36:47 - Co-Branding
42:44 - Brand Repositioning
49:06 - Ingredient Branding