Brand Architecture

MULTI BRAND PORTFOLIO

HINDUSTAN
UNILEVER
LIMITED
exhibits
Multi
Brand
Portfolio
following " HOUSE OF BRANDS "
Model of Brand Architecture

MAIN CHARACTERISTICS OF
MODERN MARKETS
NEEDS ARE SATISFIED
Brands Will Have To
Stimulate Desire And
Surprise Their Consumers

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WISH TO CONSUME
Better- Once The Basic
Needs Are Fulfilled, Higher
Level Needs Will Be
Generated
NOT BIGGER BRANDS
But Better Brands

 MARKETING RESEARCH

Home & Personal

Care

Not

Only

To

Analyse

Consumer

Satisfaction Or Dissatisfaction But

Also To Analyse Changing Values
And Goals

Foods

NOT ONLY BRAND IDENTITY But

Also

Brand

Diversity

To

Assess The Market Fragmentaton,

Competitive Dynamism, Need For
Surprises

Water ( Pureit-In-home
water purifier)

BRAND MANAGEMENT ACTS AS

A PENDULUM Moving From Excess Of Sameness
To Excess Of Diversity

An introspection has revealed

Those

Brands

Which

Can

Surprise

Their

Customers,

Particularly The New Breed Of Customers Can Ultimately

Survive And Sustain Induces To Exploratory Research
Growing Use Of Trend Management Changes Occuring In
Small Groups But Effective In Creating A Tidal Wave Among
The General Public
Consists Of Demographic, Technological, Social And Cultural
Future

SOURCE OF IDENTITY TO
IMPART
COHERENCE
&
CONSISTENCY

BRAND KERNEL

STYLISH CODE, HOW

THE BRAND TALKS, AND
WHICH IMAGES IT USES

CULTURE

PERSONALITY
TIER OF
COMMUNICATION
CONCEPTS AND
PRODUCT
POSITIONING

SELF
PROJECTION

BRAND STYLE

REFLECTION
PHYSIQUE
RELATIONSHIP

BRAND
THEMES,
ACTS AND
PRODUCTS

IDENTITY AND PYRAMID MODEL

6

Product Brand Strategy : Assigning name to one, and only one

product or product line as well as one exclusive positioning.

Each new product has its own brand name that belongs only
to it
Procter & Gamble

Brand: ARIEL

Product: Detergent

Positioning ARIEL as best

detergent with ACTIVE GRAINS
To add to the variety, P&G has
come up with GREEN ARIEL,
BLUE ARIEL etc

Brand : CAMAY
Product : Soap

Positioning CAMAY as
SEDUCTIVE SOAP
To add to the variety, P&G has come up
with CAMAY RED, CAMAY WHITE etc

Line Brand Strategy

:
Offering One coherent response
under a single name by proposing many complementary products
Example: Horlicks Horlicks 123 Junior Horlicks- Mother Horlicks
This goes from variations of the offer, to the inclusion of various products
within specific effect
The line involves the exploitation of a successful concept by extending it
but by staying very close to the initial product
Advantages
Reinforces the selling power of the brand
Creates strong brand image
Facilitates distribution for each line extension
reduces launch cost
Disadvantages
Forgets that a line has limits
Inclusion of a powerful innovation could slow its development
8

Range Brand Strategy : Range brands bestow a single brand name

and promote through a single promise a range of products
belonging to the same area of competence
Example: MAGGI 2 minute noodles- Chicken Flavour- Masala
Flavour Atta Flavour

Brand
Brand Concept

C
B

Advantages
Avoids random spread of external communications by
focusing on a single name
Creates brand capital for itself which can be even shared
by other products
Brand communicates in a generic manner by developing its
unique brand concept by concentrating only on certain of he
most representative products through which the brand can
best express its meaning
Brand can easily distribute new products that are
consistent with its mission and fall within the same
category
Disadvantages

Brand opacity to enrich the brand and also to express

the personality

to help the consumers choose from a mass of products

that are on offer
10

Umbrella Brand Strategy

:
Same brand supporting several
products in several markets, but having its own generic name
example : CANON Cameras, Photocopiers, Fax machines

Brand
D

A
B
C

D
C

11

Source Brand Strategy

:
Identical to the umbrella brand strategy
except for one key point the products have their own brand name

Source Brand
Brand A

Promise A

Product A
or Line A

Brand C

Personal
Brand
names

Promise B

Promise C

Specific
Communica
tion

Product B or
Line B

Product C or
Line C

Brand B

Products

12

Multiple Branding
: To better meet the demands of
segmented markets, and any reassessment of the portfolio
raises the question of the segments to be retained.
In fact, multi brand approach is the logical consequence of a
differentiation strategy and as such, cannot coexist with a lowcost policy in view of reduced economies of scale, technical
specialisation, specific sales networks and necessary
advertising investments
By adding new brands to penetrate new market segments or
new distribution channels
Not to create conflicts with former segments and channels
which could endanger the old brands
It is directly related to the strategic role and status of brands
and long term corporate objective
Allows for best market coverage when there
differentiation and the market becomes segmented

is

13

MONO- BRAND MULTI- PRODUCT POLICY

: RELIANCE, SAMSUNG, ITC

MULTI- BRAND MONO PRODUCT POLICY

: KWALITY WALLS, LUX

MOTHER BRAND GETS COVERED WITH SOME ADDITION

/ALTERATION
ACTS AS A SHIELD FOR THE PARENT BRAND
REASONS FOR SEGMENTATION
SOCIO DEMOGRAPHIC SEGMENTATION
BENEFIT SEGMENTATION
ATTITUDE SEGMENTATION
CHANNEL SEGMENTATION ex: Pantaloon , Wal-Mart
OCCASION SEGEMENTATION ex: Archies
PRICE SEGMENTATION ex: Taj Group of Hotels
A Brand Portfolio Is Not An Accumulation of Independent Brands
but the reflection of a global strategy of market domination
14

REVITALISING THE BRANDS

Re-launch
Repositioning
When brand is dying
Stagnating
When the market is dying or stagnating

15

Relaunch of an old product

:
An old product
consists in taking a product from the past and selling
it as it was
Example
:
Coca Cola
Revitalisation
:
Recreation of
consistent flow of sales, putting the brand back to life,
on a growth slope again Example
: Margo Soap
REASONS FOR DECLINE
Mismanagement
Producer losing interest in his brands
Quality is forgotten
Change in the quality of the product which is not liked
by customers
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Missing the trend refusal to follow immediately a

durable change
Mono Product Syndrome Brands that are single
product are more vulnerable as they carry the risk of
being carried away with it
Example
: CASPER MOSQUITO REPELLENTS
Weak Communication creating a distance
Communication can create an acceleration of the
decline of brands
When the brands become generic Dilution occurs
so brand value decreases
Example
: Xerox

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