They signify the basic nature of brand. Brand attributes are a bundle of features that highlight the physical and personality aspects of the brand. Attributes are developed through images, actions, or presumptions.
Three criteria can help companies consider which brand naming options to use regardless of their level in the business hierarchy. Brand-Leveraging Benefits The Nike brand extension concerns how important feedback and extension effects are to the company.
All else being equal, extension branding has stronger extension and feedback effects than association branding does, which, in turn, is stronger than the individual branding option. Note that extension and feedback effects need to be assessed separately, because their effects may not be equally strong.
For example, endorsement branding such as Courtyard by Marriott may have a strong extension effect to Courtyard but not a strong feedback effect to Marriott. Asset-Building Benefits A second criterion concerns how well each of the branding options will build assets for the company.
With brand extensions the company loses an opportunity to create an entirely new brand, which can itself be nurtured and leveraged in the future. Individual branding and indirect branding options are better if this criterion is important.
Organizational Benefits A third criterion concerns the organizational benefits of the branding decisions. They can affect whether employees understand how different parts of a business contribute to the overall profitability and growth of the company.
They can also impact whether brand managers see their roles as complementing or competing with managers of other brands in the company. For instance, employees probably have a better understanding of who is in charge of what and why when companies use individual versus extension branding options.
With individual branding, the brand manager can create a separate brand with its own unique identity and culture. Role clarity and performance accountability are less clear with extension branding or association branding options. But individual branding can create other organizational problems.
Having multiple brands, each with a unique identity, can lead to siloed thinking and a lack of coordination across brands.
Individual branding can also lead to competition for resources and customers. The same may be true for sub-branding, though to a lesser extent e. Thus, individual branding provides more clarity in roles and responsibilities, but it creates greater potential for intra-organizational conflict and competition, greater costs, and reduced efficiencies due to a reduction in willingness to share resources and critical information.
The three criteria described are trade-offs: To make a decision about branding options, then, the company needs to weigh the importance of each criterion.
The weight of each criterion can depend on the level of the business hierarchy and the nature of the new offering. For example, organizational benefits may be weighed more heavily when the branding decision involves a new strategic business unit than when it involves a new subproduct.
Organizational benefits are likely to be more important when the new offering and the current one s are similar. Because the importance of these benefits varies, companies often use a mix of branding options in their brand architectures.
For example, Google systematically used extension branding with modifiers e.10 Branding Elements and What They Mean. 1. Brand identity. Let us begin with the very basic. What exactly is a brand and what is brand identity?The brand of course is an easily recognizable name that immediately tells people about a certain organization that manufactures certain products or .
JD Sports is the leading trainer and sports fashion retailer in the UK. With many limited edition and exclusive designs from adidas Originals and Nike. Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category.
They suggest that if the brand name is strong enough as Nike or Sony, the negative impact has no specific damage on general brand image and "the dilution . Jul 08, · Brand Management - nderstanding the way consumers evaluate whether or not a brand extension fits with a core brand is central to the success of the brand extension.
Often, marketers misunderstand the way.
We’ve already touched on a basic definition, but now let’s delve a little deeper into the question: “What is brand personality?” In simple terms, personality is the driving force behind your brand experience, the unique element that brings your company to life and makes it easier for you to create meaningful connections and relationships, rather than just transactional experiences.
Brand Extension The Benefits and Pitfalls Bloomhead consulting | business development | me rger and acquisition |2 | They, however, still make buying decisions as The brand extension transferred by Nike mostly fit perceptions and image of parent brand into consumers’ mind.