marketing - tutorial notes

House of Brands

Independent, stand-alone brands, each maximizing impact on its own segments - P&G is canonical example

Endorsed brands

Independently positioned brands backed by a visible organizational brand. The endorser plays only a minor driver role but provides credibility - Marriott endorsing courtyard

Sub-strategies of endorsed brands

• token endorsement - a logo or small tag - when endorser is already well known

• Linked name - shared naming element creates implied endorsement without stating it explicitly (McMuffin, McFlurry)

• Strong endorsement - endorser is prominent and active (courtyard by Marriott)

Subbrands

Brands connected to a master/parent brand that augment or modify its associations. Inline endorsed brands, the master brand here has a major driver role, not just a credibility function. The connection is closer, meaning the subbrand can affect the master brand’s image in both directions - risk and opportunity

Sub-strategies of sub-brands

• co-drivers - both master brand and subbrand carry major driver roles (Gillette Mach 3) works when the master brand already has credibility

• Master brand as a driver - master brand dominates - subbrand adds information (HP DeskJet)

Branded house

One master brand spans all offerings; subbrands are purely descriptive. The master brand is the dominant driver (virgin)

Advantages and Disadvantages of a branded house

Advantages: clarity (one brand = simple recall), synergy, leverage

Risk: concentrated vulnerability, Levi’s, nike, and Kodak all struggled to maintain a premium or cool position once. The master brand’s was stretched across to wide a product range

Substrategies of branded house

• different identity - same master brand used across contexts but with distinct sub-identities (GE Capital)

• Same identity - single unified brand identity (BMW, Virgin)