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Classic Brand Concept

Discuss Classic Brand Concept within the Marketing Management ( RM , IM ) forums, part of the Resolve Your Query - Get Help and discuss Projects category; The Shift in the Classic Brand Concept. “From 1 brand = 1 product = 1 promise to 1 brand = ...



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Classic Brand Concept
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Sunanda K. Chavan
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Classic Brand Concept - September 16th, 2010

The Shift in the Classic Brand Concept.

“From 1 brand = 1 product = 1 promise to 1 brand = many product = many promise ---- the shift in

the classic brand concept.

Seriously there is a tremendous shift in branding Concept today of what it was earlier.

The 1980s witnessed a Copernican revolution in the understanding of the working of the brands.

Purchases of strong brands were seen as a short cut to buy customers mind .

In fact the distinguishing aspect of the modern marketing has been its focus upon the creation of

differentiated brands.

Market research has been used to help identify and develop bases of brand differentiation .

A trademark or brand identifies a product and its sources, but it does even more today.

Along came brand extension.

Today brand extension strategies are widely employed because of beliefs that they built and

communicate strong brand positioning, enhance awareness and increase profitability .

Brands are often extended beyond their original categories to reduce the cost and risk of entering a

new product category .

Research has proved that the success of brand extension depends on the transfer of parent brand

awareness and associations to the extension .

The transfer of these quality perceptions is the key in umbrella branding , in which the same brand

name is used for several products.

Ideally, the parent brand’s associations can contribute to a complex yet well defined brand image to

the extension.

A great benefit of brand extension is the instant communication of this salient image .

Furthermore, brand extension can be used to take advantage of marketplace growth opportunities and

to exploit positive brand equity .

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