Brand Decision Case Study

My Voice: Brand Strategy Decision

According to Philip Kotler “A brand is a name, term, sign, symbol, or design, or a combination of them intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of the competitors. The business firm(s) faces the choice, whether it should brand its product or not? The Generic products can be offered to the consumers at a price lower than the branded products with standard or lower quality. The brand sponsor decision involves the decision about who is going to brand the product, manufacturer or re-seller or will it be a combination of the two? Indian retailing has seen a lot of ups and downs over the last few years. With the increasing growth of the organized

An example of a product line extension is the Toyota Lexus brand, which is a high-end extension of the basic Toyota brand that targets consumers looking for bargains. Line extension refers to the expansion of an existing product line. For instance, a soft drink manufacturer might introduce a "Diet" or "Cherry" variety to its cola line.

(2) Brand Extensions: A company may use its existing brand name to launch new products in other categories. Brand extension refers to the expansion of the brand itself into new territories or markets. For instance, if a soft drink manufacturer unveils a line of juices or bottled water products under its company name, this would constitute an example of brand extension. Gap stores now feature its name on soap, lotion, shampoo, conditioner, shower gel, bath salts, and perfume spray.

(3) Multibrands: A company will often introduce additional brands in the same product category. Seiko establishes different brand names for its higher priced (Seiko Lasalle) and lower-priced watches (Pulsar) to protect its flanks. P&G offers nine different brands of