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This question has been closed, and points have been awarded.
How To Create A High-end Sub-brand
Posted By: solomon.wheeler* on 11/24/2004 9:13 AM (CST) 250 Points
Brand X of consumer durables has been present in a diverse market like india for the last 10 years. todaay they have an elaborate portfolio of products varying from CE/HS to HHP and IT. Now they intend on bringing in their high end offerings into the market. the market is stil evolving and in nascent stage to appreciate such high end products like Plasma Tv's. Projection Tv's etc.

Do we actually need a sub brand? if they do what are the things they need to keep in mind

Posted by: melanie* Accepted Answer
11/24/2004 12:36 PM (CST)
Your product seems like it is in the introductory stage of the product life cycle, meaning you shouldnt be trying to use prestige pricing. A sub brand may do what you need it to do if you are closer to the growth and mautriy stage as you need to set a branding differentiation to survive and stand out.

I'm not sure I fully understand your question, but to determine your sub brand you need to analze your target market a little better, to develop a stratgey to focus on thier needs and wants, this is the only way a sub-brand will appeal to the right people.

Melanie
 
Posted by: Sanjeev Kumar Vyas Accepted Answer
11/24/2004 10:52 PM (CST)
Whether you need a sub-brand or not depends on the personality of your brand. If your current brand’s personality is sophisticated enough to support high end product then you might need to form a sub-brand but if your current brand is strong enough then you might not need it.
If you decide to form a sub brand then you need to keep in mind what you want that brand to represent. For this you can refer to articles on how to form a brand and its personalities.
Hope that helps
Regards
Sanjeev
 
Posted by: jose04 Accepted Answer
12/28/2004 8:58 AM (CST)
Hi solomon

I'm sure that you can use this link for some real world class information on branding.
http://www.esrc.ac.uk/commstoolkit/branding/develop.asp

Hi end offerings in a nascent market may call for branding efforts for long term positioning. If your firm has enough cash cows to handle the 'star' positioning on a BCG matrix for the product portfolio, then go for it.

You could also use this very interesting article on the subject
http://ushome.rediff.com/money/2004/oct/01guest.htm

You could also benefit much by going through the search site in KHE and the following link to some relevant open questions in the students question section of KHE.
http://www.marketingprofs.com/ea/qst_category.asp?catID=19

Hope these help!!
 
Posted by: et3dotcom* Accepted Answer
12/30/2004 7:40 PM (CST)
Don’t add another brand if you are still building brand awareness. Only introduce a new brand if you feel it would damage your present market, or if you feel that your present brand is perceived as low quality and would harm the high end image of what you are introducing to the high end. Best to concentrate the focus on expanding the existing brand – unless good reasons not to.
 
Posted by: Val (Moderator)* Moderator Response
1/3/2005 5:22 PM (CST)
Hello all. I am closing this question, since its more than two weeks old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions. Thanks, so much, for participating!

Val (Moderator)
 


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