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Alternative Branding Strategies

Alternative Branding Strategies

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Alternative Branding Strategies

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Presentation Transcript

  1. Alternative Branding Strategies

  2. Branding • Five Options • Multi-Product Branding • Multi-Mix Branding • Multi-Branding • Private- Branding • Co-Branding • Growth Strategies • Line Extensions • Brand Extension • Flanker Brand Extension • Fighting Brand

  3. Some Brand Attribute & Image Dimensions

  4. Brand Equity • Provide value to customer by enhancing • Customers: • Interpretation/processing of information • Confidence in the purchase decision • Use satisfaction • Provides value to firm by enhancing: • Efficient & effective of marketing programs • Brand Loyalty • Price/Margins • Brand Extensions • Trade Leverage • Competitive Advantage

  5. Porter’s “diamond” of national competitive advantage Company Strategy, Structure and Rivalry Demand Conditions Related and Supporting Industries Factor Conditions