Professor Carl Mela BA 460 Product Management Fuqua School of Business Brand Management System On Building A Brand Managing Across Brands Branding Strategies
Agenda • Depth of Branding Strategy • Brand Hierarchies • Sub-branding
Depth of Branding Strategy • How many brands (DeWalt, B&D) in a category (tools)? • Depends on number of segments and differences between them (e.g., Ford and Jaguar) • And cross effects; Corvette helps Chevy
Brand Hierarchies • Pirahna by Black & Decker • Creates a tree structure of brands in consumers mind Duke Fuqua Law MBA PhD Weekend Daytime
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.
Brand Hierarchies • Family brands (Disney’s ABC) are useful when corporate brand is highly diversified or there are multiple segments • Individual brands are in single category (Dawn, Ivory) • Highly targeted, customizable, dissociated from corporate or family. • Inefficient and harder to extend • Modifiers • Helps to differentiate varieties
Sub-branding • Combining levels is sub branding • Creates associations with family brand • The emphasized brand should be the one that communicates the key points of difference • Ralph Lauren Purple Label line • Acura Legend or Acura 3.2TL • Note, DeWalt would not be a good sub-brand, as B&D carries strong unfavorable brand associations
Branding Strategies • Define the levels of brands to create a logical structure across products • Emphasize the levels that lead to associations most pertinent to the brand