MBA5012-U4D1 - Assignment u4d1 PDF

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Assignment u4d1...

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A product is branded by giving it an identity which makes it easy for a consumer to associate it with the parent brand. It may include assigning logos, taglines and other features to a product. I have chosen Ambi Pur as a product which is branded by Procter & Gamble. The product chosen by me is branded as an individual brand. A brand may play various roles within the product portfolio like flanker brand, cash cow brand, low-end entry-level brand and high-end prestige brand in a brand portfolio. Explanation: Product branding is a marketing strategy that is used by a company to differentiate its products and services from other companies. It is a way by which a company creates a positive image of its products in the mind of the consumers. A product is branded by giving it an identity which makes it easy for a consumer to associate it with the parent brand. It may include assigning logos, taglines and other features to a product. It also includes communication regarding the benefits of buying a product of a brand with potential consumers. There are many ways in which a product can be branded. These include: Individual branding - This type of branding is used by those companies which sell various unrelated products. In this type of branding the parent brand instead of using its brand name promotes the products by their own unique name. Family Branding - It refers to a marketing strategy where a company uses its brand name to sell different products and services offered by it. It is done with the motive of gaining instant recognition and acceptance from the consumers. Apple is one such example of family branding whereby apple uses its logo to help the customers in identifying its family of products. Company Branding - It refers to the promotion of a corporate identity or a company name in place of promotion of specific products and services. It is done to influence the mind of the consumers with the company's goals, objectives, and affirmations. Sub- Branding - Sub-branding is a strategy which is used by a company to introduce a product line that is related to its existing product but is introduced with the intention to target a niche market which the original brand is unable to target. Various Coca-Cola products like Diet Coke, Coca-Cola Zero, Coca-Cola clear and Coca-Cola Vanilla are some examples of sub-branding done by the Coca-Cola company. I have chosen Ambi Pur as a product which is branded by Procter & Gamble. The above-mentioned product is branded as an individual brand. Individual branding refers to a scenario where the parent brand

instead of using its own name, creates a unique brand name for the product and use it for selling purposes. Brand Portfolio means an umbrella arrangement that covers all the brands, products and services offered by a company to the various consumer segments. The various roles played by the brand in a brand portfolio are as follows: a) Flanker Brand - Flanker brand is a product brand which has been launched to address the needs of a consumer segment. It is usually done in order to gain the market share of an already existing brand. b) Cash cow brand - This is a product brand which has reached the maturity level but has not been removed from the market due to its ability to bring profits for the company c) Low-end entry-level brand - A low-end entry-level brand includes those products which are offered at low prices. The reason for such an offering is to lure the customer to buy at least one product of the brand and further persuade him to buy other high-priced products. d) High-end Prestige Brand - A high-end prestige brand includes those products and services which are highly-priced. These are offered at high prices in order to create an impression of prestige in the minds of the consumers. Ambi Pur is an example of a low-end and entry-level brand which is used to lure the customers into buying the product....