Brand Leadership

1
Brand Leadership

• Chapter 4 Summary

2
Chapter 4 Brand Relationships

• GE Marriott
• Endorsers Subbrands
• Linking Brands
• Selecting Brand Positioning

3
GE Marriott

• GE Appliance Brands
• GE Monogram
• GE Profile
• GE Appliances
• Hotpoint

• Marriott Brands
• Marriott Hotels
• Marriott Residence Inn
• Courtyard by Marriott
• Fairfield Inn by Marriott

4
Endorsers Subbrands

• Endorsers
• Endorsements by existing brand add credibility
  and substance to the offering
• Subbrands
• Brands connected to the subbrand
• Driver Roles
• The brand that principally impacts purchase
  behavior (Corvette is primary brand for sports
  car while Chevy is primary brand for trucks)

5
Linking Brands Brand Relationship Spectrum

• House of Brands
• Not Connected (Hotpoint/GE, Nutrasweet/Searle)
• Shadow Endorser (Tide/PG, Lexus/Toyota)
• Endorsed Brands
• Token Endorsement (Grape Nuts/Post, Lotus/IBM)
• Linked Name (McMuffin, Nestea)
• Strong Endorsement (Courtyard by Marriott)
• Subbrands under Master Brand
• Co-Drivers (Gillette Sensor, Sony Trinitron,
  DuPont Stainmaster)
• Master Brand as Driver (Buick LeSabre, HP
  Deskjet, Dell Dimension)
• Branded House
• Different Identity (GE Capital, GE Appliances)
• Same Identity (Virgin, BMW, Disney)

6
Selecting the Brand Relationship

• Toward a Branded House
• Does the master brand contribute to the offering
  by adding
• Associations enhancing the value proposition?
• Credibility through organizational associations?
• Visibility?
• Communication efficiencies?

• Toward a House of Brands
• Is there a compelling need for a separate brand
  because it will
• Create and own an association?
• Represent a new, different offering?
• Avoid an association?
• Retain/capture customer brand/bond?
• Deal with channel conflict?

7
Selecting the Right Position in the Brand Spectrum

• Does the master brand contribute to the offering?
• Associations enhancing the value proposition
• Credibility with organizational associations
• Quality, innovation, customer focus, global
  scope, reliability trust
• Visibility
• Communication efficiency

8
Selecting the Right Position in the Brand Spectrum

• Will the master brand be strengthened?
• Is there a compelling need for a separate brand?
• Creating and owning an association
• Representing a new, different offering
• Avoiding an association
• Retain/capture a customer/brand bond
• Avoid channel conflicts
• Will the business support a new brand name?