The brands in the Brand Portfolio play the following different roles:
1. Flanker Brand: A Flanker Brand also known as a Fighter Brand is a new product launched in a market by the company in the same category wherein an established brand is already positioned. This is primarily done for the increased market share as well as to cater to the need of all the segments of customers.e.g. Armani’s brand portfolio is one of the best examples to explain the concept of a flanker brand. In it, the brands are distinguished on the basis of price and customer segment.
2. Cash Cow Brand: A cash cow brand is that product in the brand portfolio that has reached the maturity level in the product life cycle but is able to bring in profits necessary for its survival. These brands are not removed from the market because necessary cash is flowing in through its sale which is better than incurring heavy cost on the launch of a new product. E.g. The best example of cash cow brand is Gillette Company that is keeping the old brands viz. Gillette Atra, Gillette sensor and Gillette Trac II in its brand portfolio despite new razor technology such as Mach III turbo and Gillette Fusion.
3. Low-End Entry Level Brand: A low Entry Brand in a brand …show more content…
This new product has different functions and a different nature in comparison with the product the brand used to do. For instance, Mars is well-known in the sweets department but can be found in the ice-cream department as well. Usually, this current brand has a good image within consumers what drives this process “easier” because the brand already benefits both from a good fame and from a recognized level of quality within consumers. Thus these latter are less reluctant to test the new product because they like buying what they already know. Usually they don’t like to “take risk” by trying a new product from an unknown
1. Flanker Brand: A Flanker Brand also known as a Fighter Brand is a new product launched in a market by the company in the same category wherein an established brand is already positioned. This is primarily done for the increased market share as well as to cater to the need of all the segments of customers.e.g. Armani’s brand portfolio is one of the best examples to explain the concept of a flanker brand. In it, the brands are distinguished on the basis of price and customer segment.
2. Cash Cow Brand: A cash cow brand is that product in the brand portfolio that has reached the maturity level in the product life cycle but is able to bring in profits necessary for its survival. These brands are not removed from the market because necessary cash is flowing in through its sale which is better than incurring heavy cost on the launch of a new product. E.g. The best example of cash cow brand is Gillette Company that is keeping the old brands viz. Gillette Atra, Gillette sensor and Gillette Trac II in its brand portfolio despite new razor technology such as Mach III turbo and Gillette Fusion.
3. Low-End Entry Level Brand: A low Entry Brand in a brand …show more content…
This new product has different functions and a different nature in comparison with the product the brand used to do. For instance, Mars is well-known in the sweets department but can be found in the ice-cream department as well. Usually, this current brand has a good image within consumers what drives this process “easier” because the brand already benefits both from a good fame and from a recognized level of quality within consumers. Thus these latter are less reluctant to test the new product because they like buying what they already know. Usually they don’t like to “take risk” by trying a new product from an unknown