Professional Documents
Culture Documents
Brand Equity
Professor Sandra Milberg
Sub-Branding Co-Branding
Leveraging Brand Equity
Examples:
Coca-Cola diet
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Quality
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Line Extensions
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Brand Category Extension Strategy
Examples:
Nike MP4 player
Colgate toothbrush
Sony digital camera
Sub-Branding Strategy
Examples:
Courtyard by Marriott
Technics by Panasonic
Levi’s Dockers
Milo de Nestle
Co-Branding/Brand Alliance
Strategies
Examples:
Compaq - Intel (“Intel inside”)
Lan Chile-Mastercard-Banco Stgo
Example of Strategies
Parent Brand: Salomon (ski-equipment)
Nikon film
Nestle beer
Disney daycare centers
Haagen-Dazs chocolate syrup
Milo sports clothes
Colgate chewing gum
Fisher-Price baby shampoo
Bacardi chocolates
Possible Extensions for the Lubriderm Brand
Perceived fit of
Brand Extension
Product-level Concept
Similarity Consistency
Perception Perception
comparison comparison
Existing Brand Brand
“Brand X”
“Brand X” Extension Extension
concept
product Products Products
Favorable Brand Extension Attitudes
Necessary Conditions
MARKET
•Information EXTENSION
Success of Brand •Fit
•Characteristic and
Nº Competitors Extensions
• Choice Shares
• Sales
• Evaluation
• Perceived Risk
• Profit
•Market Share
CONSUMERS
•Knowledge BRAND/FIRM
•Risk Aversion
•Brand Strength
Examples of Category Extensions
“SUCCESSFUL” “UNSUCCESSFUL”
• brand strength
brand
a category that the consumer has not made a prior purchase
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Examples:
Nestlé Chocapic
Nescafé Tradicinó
Levi’s Dockers
Milo de Nestle
Sub-Branding
Why use it?
Parent brand assures quality.
E.g., Nestlé Chocapic
Co-Branding
What Is a Strategic Alliance?
Choosing poorly
Research Findings
Whether brand extensions produce more positive
attitudes and larger choice shares than new brands
depends on situational factors:
Research Findings
When consumers are unlikely to evaluate
attribute information carefully, managers
entering product categories where there is:
Research Findings
When consumers are likely to evaluate attribute
information carefully, branding strategy may have
little impact on initial appeal. Managers may want to
choose branding strategies on the basis of other
dimensions:
Consumer behavior