Branding Strategies

Prepared by-
Taslima Mujawar

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Contents

 What is brand and brand strategy.

 Types of Brand Strategies.
 Multibranding strategy
 Fighting brands
 Private branding strategy
 Mixed Branding
 Attitude branding
 Iconic Branding
 No brand branding

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 What is a 'Brand'
A brand is a distinguishing symbol, mark, logo, name, word, sentence
or a combination of these items that companies use to distinguish their product
from others in the market.

 'Brand Strategy’

A brand strategy is a formal plan used by a business to create a

particular image of itself in the minds of current and potential customers.

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Multi-Branding Strategy

 The marketing of more than two or more brands, belonging to the same or
related category, by a company is called multi-branding. In this case, the
brands are mostly subtitles of each other.

 Example :
HUL has number of bathing soap brands, for instance Breeze, Dove,
Hamam, Lux, lifebuoy, etc.

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Fighting Brands

 The main purpose of fighting brands is to challenge competitor brands. These

brands are not designed to target consumers, but to specifically face the
challenge posed by these competitor brands.

 Example :
Detergents.
Surf excel v/s Ariel,
Nirma v/s Wheel,
Tide v/s Ghari, etc.

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Private Branding Strategy

 Private brands are products that are controlled and marketed by retailers.
Most of the time they carry the name of the retailer on the products. Private
branding is popular because it typically produces high profits for
manufacturers and resellers.

 Examples :

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Mixed Branding

 A Brand Mix, also referred to as Brand Assortment, is a group of all of the

brand lines by a seller that are made available to the buyer. To introduce a
new product in a market, a seller can use an existing brand to do the same.
This is known as brand extension. The new product could be from the same
product category as currently served by the brand.

 Example :
Surf excel

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Attitude Branding

 Attitude branding is the choice to represent a larger feeling, which is not

necessarily connected with the product or consumption of the product at all.

 Examples :
Starbucks, Apple, Nike, etc.

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Iconic Branding

 Iconic brands are defined as having features that contribute to consumer's

self-expression and personal identity. Brands whose value to consumers
comes primarily from having identity value are said to be "identity brands".
Some of these brands have such a strong identity that they become more or
less cultural icons which makes them "iconic brands“

 Example :
Harley-Davidson

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No Brand Branding

 A number of companies have successfully pursued "no-brand" strategies by

creating packaging that imitates(follow) generic brand simplicity.
 Generic Brand :A type of consumer product that lacks a widely recognized name or logo
because it typically isn't advertised.

 Examples :
1. Japanese company Muji-kitchen accessories

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Conclusion

 Branding is crucial for products and services sold in huge consumer markets.
It’s also important in B2B because it helps you stand out from your
competition.

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THANK YOU

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