Brand product matrix

In other words, the optimal brand portfolio is one in which each brand maximizes equity in combination with all other brands in the portfolio.

Brand product matrix

A potential new brand extension should be judged by how effectively it transfers existing brand equity from the parent brand to the new product, and how effectively the extension in turn contributes to the equity of the parent brand. Hierarchical structure starts with corporate brand and then showcases different product category and below brands.

A brand portfolio must be judged on its ability to collectively maximize brand equity.

Brand hierarchy

A brand portfolio should be judged on its ability to collectively maximise brand equity; any one brand in the portfolio should not harm or decrease the equity of other brands in the portfolio. The brand portfolio analysis is essential to design and develop new marketing strategies to target a given product category. A potential new product extension for a brand must be judged by how effectively it leverages existing brand equity from the parent brand to the new product, as well as how effectively the extension, in turn, contributes to the equity of the parent brand. A brand line consists of all the products — original as well as line and category extension — sold under a specific brand. Brand-Product Matrix Brand-Product Matrix To characterize the product and branding strategy of a firm, one useful tool is the brand-product matrix, a graphical representation of all the brands and products sold by the firm. In other words, the optimal brand portfolio is one in which each brand maximizes equity in combination with all other brands in the portfolio. Hierarchical structure starts with corporate brand and then showcases different product category and below brands. Thus, a brand portfolio would be one particular column of the matrix. A branding strategy for a firm can be characterized according to its breadth i. The columns of the matrix, on the other hand, represent the product-brand relationships and capture the brand portfolio strategy in terms of the number and nature of brands to be marketed in each category. A brand mix or brand assortment is the set of all brand lines that a particular seller makes available to buyers The branding strategy for a firm reflects the number and nature of common and distinctive brand elements applied to the different products sold by the firm. A potential new brand extension should be judged by how effectively it transfers existing brand equity from the parent brand to the new product, and how effectively the extension in turn contributes to the equity of the parent brand. A brand portfolio must be judged on its ability to collectively maximize brand equity. A product line is a group of products within a product category that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges. This sort of presentation helps devise marketing strategy at many levels and forms.

Brand models, architecture. This helps marketers understand the current brand line and explore further opportunity in expanding the product line. At the same time, how does the introduction of the brand extension affect the prevailing levels of awareness the strength, favorability, and uniqueness of brand associations or overall responses judgments and feelings toward the parent brand as a whole?

A brand line consists of all the products — original as well as line and category extension — sold under a specific brand. The rows of the matrix represent the brand-product relationships and express the brand extension of the firm in terms of the number and nature of the products sold under the organisation's brands.

breadth of branding strategy

A potential new product extension for a brand must be judged by how effectively it leverages existing brand equity from the parent brand to the new product, as well as how effectively the extension, in turn, contributes to the equity of the parent brand.

For example, a branding strategy can be seen as both deep and broad if the firm has a large number of brands, many of which have been extended into various product categories. The brand portfolio consists of all the brands and brand lines a particular organisation offers customers in a particular category.

brand product matrix of unilever

A brand mix or brand assortment is the set of all brand lines that a particular seller makes available to buyers The branding strategy for a firm reflects the number and nature of common and distinctive brand elements applied to the different products sold by the firm. A branding strategy for a firm can be characterized according to its breadth i.

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Brand Management Lecture7