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Branding Strategies

Professor Carl Mela Marketing 460 Product Management Fuqua School of Business. Brand Management System On Building A Brand Managing Across Brands Product Lines Global Communities Summary. Branding Strategies. Agenda. Brand hierarchies Sub-branding. Brand Hierarchies.

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Branding Strategies

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  1. Professor Carl Mela Marketing 460 Product Management Fuqua School of Business Brand Management System On Building A Brand Managing Across Brands Product Lines Global Communities Summary Branding Strategies

  2. Agenda • Brand hierarchies • Sub-branding

  3. Brand Hierarchies • Creates a tree structure of brands in consumer’s mind Duke Fuqua Law MBA PhD Weekend Daytime

  4. Brand Hierarchies • There are positive and negative associations at each level (avoid or fix the negative levels) • Corporate (Duke) • Family (Fuqua) • Individual (MBA) • Modifier (Daytime) • J&J is corporate, P&G is not. Thus, benefits tend to be abstract (safety) and transfer across individual brands.

  5. Sub-branding • Combining levels is sub-branding • The higher level brand should be the one that communicates the most abstract associations • The sub-brand should be the one that communicates the most specific associations • Ralph Lauren Purple Label line • http://www.polo.com/shop/index.jsp?categoryId=1795706&nav=lhn • Teradata, A Division of NCR

  6. Sub-branding • Good $20MM corporate branding campaign?

  7. Summary • Define the levels of brands to create a logical structure across products • Emphasize the levels that lead to associations most pertinent to the brand • Higher levels more abstract • Use sub-levels to more concretely identify or differentiate

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