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MARKETING MANAGEMENT
BRANDING
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PACKAGING
DECISIONS
BRANDING
What Is Brand?
Firm
BRAND EXTENSION
BRAND LINE
BRAND MIX
BRANDING DECISIONS
• Four strategies to name a Brand :-
• 1) Individual Naming:- Several individual brands in different product
categories such as P&G’s Vicks, Ariel, tide, pantene, head & shoulders, rejoice
.
•
2) Blanket Family Names:- Development costs are lower with blanket
names such as Tata:- salt, tea, automobile, steel.
• 3) Separate Family Names for all products:- ex:- Aditya Birla Group in
India Hinadlco for aluminum, Ultratech cement, Grasim and Graviera for
suitings
• 4) Corporate name combined with Individual product names:- The
company name legitimizes and individual name individualizes, the new
product. Ex; Kellogg:- Kellogg’s Rice, Rasin Bran, Corn Flakes.
•
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