Brand management by kelle, Slides of Brand Management

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BRAND

ARCHITECTURE

BRAND ARCHİTECTURE

 Tells marketers which brand names,

logos etc. apply to which existing or

new products

 Defines brand complexity and

boundaries

 Clarifies similarity and differences

between individual products

BRAND ARCHİTECTURE

BRAND-PRODUCT

MATRİX

 Must define:

 Brand-Product relationships (rows)

 Line and category extensions

 Product-Brand relationships (columns)

 Brand portfolio

11. 7

A

B

C

Products

Brands

BRAND-PRODUCT MATRİX

City Van Pick-up^ Van^ Luxury^ Sport^ Motors^ Bus^ Truck

Special Purpoe s Vehicle s Volkswage n

Audi

Seat

Skoda x

Bentley x

Bugatti x

Lamborghi

ni x

Porsche

Ducati x

Commerci

al Vehicles x^ x^ x

Scania x^ x

Man x^ x^ x

Product/Brand Portfolio

Product/Brand Portfolio

Name of the Company

Principal Activity

Direct Participati on Rate

Indirect Participat ion Rate

Country of Registrati on

TGS Yer Hizmetleri A.Ş

Ground Services

50% - Turkey

THY OPET Havacılık Yakıtları A.Ş.

Aviation Fuel 50% - Turkey

Uçak Koltuk Üretim San. Ve Tic. A.Ş.

Cabin Interior 45% 5% Turkey

TCI Kabin İçi Sistemleri San. Ve Tic. A.Ş.

Cabin Interior 30% 20% Turkey

P&W T.T. Uçak Bakım Merkezi Ltd. Şti

Maintenance - 49% Turkey

BRAND PORTFOLIO OF

THY

Name of the Company

Principal Activity

Direct Participati on Rate

Indirect Participat ion Rate

Country of Registrati on

Goodrich T.T Servis Merkezi Ltd. Şti. Maintenance^ -^ 40%^ Turkey

Turkbine Teknik Gaz Türbinleri Ltd. Şti

Maintenance - 50% Turkey

Vergi İade Aracılık A.Ş.

VAT Return and Consultancy

30% - Turkey

BRAND PORTFOLIO OF

THY

UNILEVER BRAND PORTFOLIO

Big global brands

PRODUCT MİX

 A product mix is set of all product lines

and items a seller sells to the market.

 Product line is group of products within a

product category that are closely related to

each other.

 A product line may include different

brands, a single family brand, or individual

brands

 Brand mix is the set of all brand lines that

a seller sells to the market.

 Breadth of product mix : how many

different lines it carries

 Depth of product mix : how many variants

to offer in each product line

PRODUCT MIX OF MARS

INC.

Petcare Chocolate Food^ Wrigley/Chewing Gum Beverages^ Symbioscienc e^ Household Appliances

*Dog/Cat Food^ *Chocolate Bars/Dragee^ *Pasta and Paste Sauce *Mint *Coffee *Supplement *Vending Machines California Natural 3 Musketeers Miracoli Altoids Alterra CocoaVia Flavia Cesar American Heritage Pamesello Eclipse Klix Evo Amicelli Kan Tong Life Savers *Tea Eukanuba Balisto Dolmio Bright Tea Co Greenies Bounty *Gumball IAMS Ethelm Chocolates *Convenience Foods Big Red^ *Other Beverages INNOVA Goodness Knows Suzi Wan Hubba Bubba Dove Nutro Galaxy Royco Juicy Fruit Pedigree Kudos MasterFoods Skittles Royal Canin M&M's Ebly Starburst Sheba Maltesers The Good Life Recipe Marathon Energy^ * Rice and Rice Derivates * Peppermint Gum Whiskas Mars Abu Siouf 5 Gum Whiskas Temptations Milky Way Uncle Ben's DoubleMint Pure Dark Raris Extra

• Animal Health Revels Freedent Banfield Pet Hospital Snickers * Organic Foods Orbit Wisdom Panel Tracker Seeds of Change WinterFresh Twix^ Wrigley’s Spearmint *Ice Cream Dove *Cracker Combos

DEPTH OF ELIDOR BRAND