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Product Management-brand (brand extension (confusion, reduce strength of…

- - - - reliable
      - intelligent
    - - upper class
      - charming
    - - tie in with personality
- - - - executional factors
        
        how is message being communicated
        
        tone
        
        pace
      - user imagery
        
        typical users + activities involved using the brand
      - celebrity endorsement
    - - single
        
        Every single product type - different brand :warning:
        
        Pros
        
        can position the brand wherever you need - tailor to target segment
        
        no negative spillover effects
        
        cons
        
        expensive process
        
        customers need frequent exposure of the brand to build the association
        
        slow development
      - single umbrella
        
        all products under :warning: the same brand e.g. Apple
        
        pros
        
        expectations already exist
        
        joint investment
        
        aid introduction of new products
        
        cons
        
        positioning not as clear
        
        negative spill over effects
      - multiple umbrella
        
        pros
        
        can do specific positioning
        
        more than one product carries marketing budget
        
        benefit from one product launch transfer to other
        
        cons
        
        core of original brand limits launching of sub/endorsed product
        
        risk of stretching brand too much by launching brand not within same philosophy
        
        consider existing brand positioning when introduce new product
      - development
        
        brand extension
  - - - need for repositioning?
      - which segment to move to?
- - - - unaided reccal
      - aided recall
    - - how strong are associations
      - how favourable are those associations
      - how unique are those associations
- - - - brand hard to copy
      - form customer preferences
    - - reduce uncertainty
- - - - signal a message
    - - memorable
      - meaningful
      - likeable
      - transferable
      - adaptable - changes in market
      - protectable - trade mark
    - - points of parity
        
        associations - not necessarily unique to the brand- may share with other brands
      - points of difference
        
        unique to the brand, strongly held, favourably evaluated
- - - - specific national market
    - - market in geographic proximity
    - - several national markets
    - - world wide brand
  - - - ingredient branding
        
        visible to end users
      - processing branding
        
        not visible to end users