Branding Bari 2010 Cleopatra Veloutsou 1

Branding Bari 2010
Cleopatra Veloutsou
Dr. C. Veloutsou
Dr. C. Veloutsou
Dr. C. Veloutsou
Multiproduct Brands
Multibrand Products
There are 3 Strategies:
Monolithic brand or Branded house.
Endorsed brands or House blend.
Product brand or House of brands.
BRANDING STRATEGIES
Types of brand architecture
Brand architecture Strategy 1:
Monolithic brand or Branded house
A single name across all their activities and this
name is how they are known to all their
stakeholders – consumers, employees,
shareholders, partners, suppliers and other
parties.
Like Virgin Group, Red Cross or Oxford University.
The strategy is often used when the corporate
brand is the only brand that is used as a symbol
There are occasions that a “master brand” is
developed
74