intl brands architecture
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8/13/2019 Intl Brands Architecture
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Modernity
Expertise
Strength
All interwoven with the help of a strong
emotional connect
8/13/2019 Intl Brands Architecture
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Mix of Linked Associations & Sub-
brands
Ultratech cement
Ultratech concrete
Ultratech building
solutions
Birla White
Star Cement
Birla White Wallcare putty
Birla White
Textura
Birla While
GRC
Birla WhiteLevelplast
8/13/2019 Intl Brands Architecture
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Innovation
Long Life
8/13/2019 Intl Brands Architecture
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Focussed on innovative engineering, a deep-rooted commitment to research &
design and the promise to deliver customer-focused products
Offers batteries for Passenger, Commercial, Farm, Two wheelers, Inverters and
Home UPS
Brand HouseArchitecture
8/13/2019 Intl Brands Architecture
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• Amaron uses a branded house strategy as the master brand
provides an umbrella under which many of its business
operations operate. E.g. Amaron Go, Amaron Flo and Amaron
Pro
• The subbrand has a modest driver role to being a descriptor
with little or no driver role
• This strategy enhances clarity, synergy, and leverage across
the portfolio
8/13/2019 Intl Brands Architecture
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Trust
Quality Satisfaction
8/13/2019 Intl Brands Architecture
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Appliances
Fans
Lighting
Power Solutions
Most brand under the 4 categories are Bajaj brands barring 2.
1) Maxflo which is part of Power Solutions, these are hand pumps which is
different from other power back-up products in this category
2) Majesty under Appliances are range of cookers which is different from
other electric appliances in the category
Falls under Branded House and Shadow Endorser
8/13/2019 Intl Brands Architecture
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Branded House
• Bajaj classifies majority of its categories under branded house
strategy as the master brand provides an umbrella under
which many of its business operations operate. E.g. Bajaj
bulbs, Bajaj fans etc.
• The sub-brand has a modest driver role to being a descriptor
with little or no driver role.
8/13/2019 Intl Brands Architecture
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Shadow Endorser
– A Maxflo and Majesty are not connected visibly to Bajaj, but many
consumers may know about the link
– The shadow-endorsed brand represents a totally different product and
market segment
8/13/2019 Intl Brands Architecture
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Chocolate
Cadbury Dairy Milk
Cadbury Celebrations
Bournville
5 Star
Perk
Gems
Toblerone
Gum
Bubbaloo
Candy
Halls
Choclairs
Beverages
TangBournvita
Biscuits
Oreo
8/13/2019 Intl Brands Architecture
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House of Brands and Endorsed Brands
• Cadbury has a set of stand alone brands like Toblerone, Tang,
Halls, Perk, Bubbaloo, each maximizing the impact on the
market
• Cadbury also endorses a few brands like Gems, Oreo, Dairy
Milk, Bournville, Bournvita etc. Cadbury is a minor driver but
provides credibility and substance to the endorsed brands
8/13/2019 Intl Brands Architecture
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Innovation
Simpler life
Consistency
Technology
8/13/2019 Intl Brands Architecture
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Vikuiti
Scotchprint
Post-itScotch-Brite
Scotch
ScotchgardLitmann
Adesive Command
Nexcare
Litmann – Stethoscope
Vikuiti – Computer Display Lighting
Nexcare – First Aid, Skin Care and Bandages
8/13/2019 Intl Brands Architecture
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House of Brands and Shadow
Endorser• 3M has a set of stand alone brands like Litmann, Nexcare,
Command, Vikuiti which are clearly positioned on functional
benefits and dominate niche segments
• 3M is a shadow endorser to many brands like Post-it, Scotch,
Scotch Brite, Scotchgard, Scotchprint. 3M has minimum
association with the endorsed brands but just provides a
backing to the brands due to its credibility
8/13/2019 Intl Brands Architecture
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Variety
Fragrance
Seduction
Confidence
8/13/2019 Intl Brands Architecture
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Hair Care
Deodorant
Face Care
Shower Gel
There are different brand names based on the types of fragrances across the
above segments eg. Peace Hair Cream, Apollo Hair Cream, Peace Body Spray,
Apollo Body spray. Axe is prominently visible on the packaging of all the
products.
8/13/2019 Intl Brands Architecture
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Endorsed Brands – Linked Name
• Axe is a linked name to all its brands across the categories like
Peace, Apollo, Dark Temptation, Anarchy, Instinct etc.
• It provides the benefits of a separate name without having to
establish a second name from scratch and link it to the master
brand.
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