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Brand Development

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by

Kim Mendoza

on 5 August 2014

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Transcript of Brand Development

Multibranding
Product Line
Extension

Brand Extension
Packaging
& Labeling

Brand Development
And Packaging and Labeling
Brand development
Utilizing the brand to maximize profits and share of customer
Expansion of the corporation through new and diverse product, service and category offerings
Rebranding and reintroduction of old products
Product lIne Extension
When a company uses one of its established brands and produces new forms of its product. It can be used as a low-cost and low-risk alternative to introducing a totally new product with an unestablished brand. It can save the company money because it won't need to spend much to build up a new brand while attempting to capture more of the market.
Line extension is not without risks though. For instance, overextending a product line might lead to confusion on the part of buyers. Also, the new products may not end up grabbing a chunk out of the competition's share of the market, but out of the original product's share.
RISKS
Example: Piattos
NEW FLAVORS
NEW SIZES
cheese
sour cream & onion
nacho pizza
roadhouse bbq
roast beef
small
large
Brand Extension
Brand extension is when a company uses one of its brands for a new product or service in a new category. This makes the new product/service instantly recognizable and acceptable. Like line extensions, brand extensions save the company money by putting a recognizable name on a new product/service, negating some of the spending for advertisements.

Brand extension also involves a few risks. Utilizing a brand in a new category may confuse consumers and negative reactions to a one of the products under the same brand may affect the brand's other products.
RISKS
Example: ABS-CBN Corporation
television networks
print publication
radio stations
film production
music production
talent and development management
Example: Bench
clothing
underwear
fragrances
footwear
accessories
make-up
skin care
salon
Example: Human Nature
kid care
home care
men's care
pet care
hair care
make-up
face care
body care
multiBranding
Multibranding happens when a company owns numerous brands in the same category. The brands and products are distinct enough from each other to each garner a specific target segment. This is done to maximize the company's share on the shelves of resellers and to capture more of the market by appealing to different segments.

Multibranding also carries its own risks, especially when a company finds itself with a small share of the market despite having many brands in a product category. The resources of the company are spread thin across all their brands. In this case, it may be more prudent to drop some of the brands and focus on building up a few to make them each more profitable.
RISKS
Example: Universal Robina Corporation
snacks
biscuits
chocolates
candies
Example: Asia Brewery
alcoholic
non-alcoholic
Example: bench/ daily scent
NEW SCENTS
NEW SIZES
eyecandy
sunday morning
indian summer
spring break
beach bum
lazy afternoon
happy hour
bubble pop
nine to mine
25 ml
50 ml
75 ml
125 ml
Packaging
Packaging traditionally just meant creating a container or a wrapper for a product. Now however, packaging also plays an important role in marketing and it can be the competitive advantage of the product. Packaging is now used by companies to attract attention, describe the product, and ultimately become the driving force for a sale.
Labels on products serve different functions. Labels identify the product, provide information about it (manufacturer, place of origin, instructions, safety information, etc.), and can be used to promote the brand. Labels and logos support and further elaborate on a brand's positioning and can add a unique personality for it as well. Labeling though, must also be done responsibly and must contain information such as shelf life, nutritional facts, etc.
Labeling
Trends in Packaging
mini packaging
personalized
packaging
eco-friendly
packaging
trends in labeling
Coke Sakto (P5)
Coke Mismo (P10)
"sachet economy"
For instance, Human Nature promotes itself as a "healthy" brand, and such, its products have labels claiming that the products are 100% natural and non-toxic. The same brand is also known for being part of a social enterprise that helps rural communities develop, and Human Nature drives home this fact by labeling their products as "pro-poor, pro-Philippines and pro-environment".
By Martin Macalalad & Kim Mendoza
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