BU470 Lecture Notes - Lecture 7: Product Differentiation, Corporate Branding, Strategic Alliance
Document Summary
Brand architecture management: define the brands potential: brand vision, brand boundaries, brand positioning. Brand portfolio what brands should we own. Identify brand extension opportunities: line extensions, category extensions. Brand hierarchy how do we organize them: branding new products via brand elements. Brand hierarchy: how do we organize them. Brand portfolio strategy: maximize market coverage and ownership, minimize overlap across brands. If you can add depth or breath and are still net positive you can keep growing the mix. If adding a new brand or product cannibalizes another you"ve gone too far. Managing the brand portfolio: examine the portfolio, ongoing process. Brand hierarchy: levels of branding, corporate branding. Product mix strategy: depth and breadth number and nature of different products linked to firms brands, example: how many tide branded products should there be, how many different product lines and variants for each line. Because it is a safer bet, it is easier for consumers to adopt and cheaper.
