Chapter 11: Designing & Implementing Architecture Strategies by normalisa md isa https://padlet.com/mel_mdisa/3it1yhh0ce1q Pick a company/brand. Briefly describe its level of brand hierarchy en-us 2019-04-07 06:01:23 UTC 2024-01-04 15:46:05 UTC hello@padlet.com https://padlet-assets.s3.amazonaws.com/icons/Dootheets.png KODAK https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349398636 -Modifier can signal refinements or differences  in brand related to factors such as quality level
-Modifier help communicate how different products within a category that share the same brand name differs on one or more significant attributes or other in the same brand family.
-Functions (Kodak’s 100-, 200-, and 400- spend 35mm and APS film)

-Modifier help make products more understandable and relevant to consumer or even to trade ]]> 2019-04-08 08:28:59 UTC https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349398636 Procter & Gamble ssjanet96 https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349441502 - Individual branding can be defined as "a branding strategy in which products are given brand names that are newly created and not connected to names of existing brands" Each brand has a unique name, identity and image within the same company. Individual branding is the most effective when the company offers numerous unconnected commodities, and the products vary in quality and price targeting different market segments. 
- The American-based Procter & Gamble is the world's largest Fast Moving Consumer Goods company. They have a portfolio of 65 brand overall, mostly in the domain of personal and household care. It include many sector such as Beauty amd grooming. For example Head & Shoulders, Herbal Essences, Lacoste fragrances, Oral-B, Pantene. For household care such as Ambi Pur, Lenor, Fairy Liquid, and Pampers.]]> 2019-04-08 11:47:52 UTC https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349441502 Nivea https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349785562 -Modifier refers to word, phrase or clause that function as an adjective or adverd to quality the meaning of other word.
- Make the brand more understandable and relevant to consumer or even to trade]]> 2019-04-09 03:51:23 UTC https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349785562 Nike https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349839434 - Corporate Branding is an act of using the brand name of the company in the overall advertising efforts and all the communication to the stakeholders. 
- It is the intangible attitude and spirit behind the company that gives it a distinguishing identity in the industry and in the minds of consumers.
- Nike corporate branding strategy attached the popularity of company brand with product brand. While a customers be positioned to know about existence of Nike brand, it may indirectly think about the company for Nike is also Nike.
- In this strategy, if they want to promote either company's or product's reputation or popularity, it may indirectly increase the another, they have that direct relationship.
- Its strategy is much broader concept as compared to promoting the products and services of the company.  
- Such as Nike is selling of athletic footwear, apparel and a range of performance equipment and accessories under the NIKE Brand name, including bags, socks, sport balls, eyewear, timepieces, digital devices, bats, gloves, protective equipment, golf clubs and other equipment designed for sports activities.]]> 2019-04-09 09:00:41 UTC https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349839434 Unilever https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349847133 Individual branding or known as multibranding, can be defined as "a branding strategy in which products are given brand names that are newly created and generally not connected to names  of existing brands offered by the company". 

Unilever is a British-Dutch consumer goods company that operates in 190 countries worldwide.

The company has a portfolio that includes food and drink, home care and personal care.]]> 2019-04-09 09:33:56 UTC https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349847133 Coca-Cola https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349860920 The Coca-Cola Company has on occasion introduced other cola drinks under the Coke name. This is a list of variants of Coca-Cola introduced around the world.
- Diet Coke
- Diet Coke Caffeine-Free
- Caffeine-Free Coca-Cola
- Coca-Cola Zero Sugar 
- Coca-Cola Cherry
- Coca-Cola Vanilla
- Coca-Cola Citra
- Coca-Cola Life
- Coca-Cola Mango
- New Coke/Coca-Cola II
- Golden Coca-Cola 
- Coca-Cola with Lemon
- Coca-Cola with Lime
- Coca-Cola Raspberry
- Coca-Cola Black Cherry Vanilla 
- Coca-Cola Blak
- Coca-Cola Orange
- Coca-Cola Ginger
- Coca-Cola Orange Vanilla]]> 2019-04-09 10:36:29 UTC https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349860920 Coca-Cola https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349861253
Individual brand level are restricted to essentially one product category, although multiple product types may differ on the basis of model, package size, flavor and so forth. Coca-cola is an example of 'beverages' product class.

There are more than 500 brands of beverages in over 200 countries that owned by The Coca-Cola Company.
 https://en.wikipedia.org/wiki/List_of_Coca-Cola_brands#F]]> 2019-04-09 10:38:08 UTC https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349861253 Johnson & Johnson https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349906388 Family branding refer to a marketing strategy that promote a family product or service under umbrella brand. Marketers may increase the chance of success for a new product launch by using a sub-brand name and a parent brand name simultaneously Johnson & Johnson is a multinational medical devices company which have 250 subsidiary companies in 60 countries. Among the product of Johnson & Johnson are : 

Johnson’s baby = is an American brand of baby cosmetics and skin care

Listerine = is a brand of antiseptic mouthwash product

Clean & Clear = is a line of dermatology products

Aveeno = is a brand of skin care and hair care products

Benylin = a range of cough, cold and flu medications

 Acuvue, Bactidol, Band-Aid, Benadryl, Benecol (US license), Bengay, Caladryl, Combantrin, Desitin, Vogue, OGX, Imodium, Lactaid, Lomotil, Motrin, Mylanta, Mylicon, Neosporin ,Neutrogena, Nicorette, OneTouch, Pepcid, Plax, Rembrandt,Sinutab, Splenda, Sudafed, Trosyd, Tylenol, Visine

]]> 2019-04-09 13:02:23 UTC https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349906388 DETTOL https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349918223 Our brand first started in hospitals 80 years ago, where Dettol Antiseptic Liquid was first used for the cleaning and disinfection of skin during surgical procedures. As a trusted brand by doctors, Dettol was also used to protect mothers from illness after childbirth. 

Ever since then, Dettol has been trusted around the world to help prevent wounds from infection, prevent sickness and help mums protect their families by killing harmful germs and helping create safe environments for them to thrive in.  

Our brand continues to be one of the most trusted protectors of health. It’s still valued today as a reliable and effective product which is safe to use on skin but also powerful enough to use for environmental germ-killing tasks. 


1.       Body Washesa)      Dettol Original  Antibacterial Body Wash
b)      Dettol Profresh Cool Antibacterial Body Wash
c)       Dettol Profresh Fresh Antibacterial Body Wash
2.       Bar Soaps
a)    Dettol Antibacterial Original Bar Soap
b)    Dettol Antibacterial Lasting Fresh Soap
c)     Dettol Antibacterial Active Bar Soap
3.       Liquid Handwash
a)      Dettol Antibacterial Original Liquid Hand wash
b)      Dettol Antibacterial Skincare Liquid Hand wash
4.       Hand Sanitizers
5.       Wipes
6.       Multi Action Cleaner
7.       Laundry Sanitiser
8.       Trigger Sprays
9.       Disinfecting Sprays
10.   Antiseptic Germicide Liquid



]]> 2019-04-09 13:24:49 UTC https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349918223 Dreyer’s Slow Churned ice cream https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349951417  A descriptor defines a thing, categorizing it, framing it, positioning it and signalling its intended future. A product that doesn’t claim to break new ground adopts its category’s standard convention. For example, a new, run-of-the-mill digital camera would be marketed as a "digital camera". How can its product descriptor differentiate without triggering people’s fear of the unknown?
The most effective new descriptors combine familiar terms in unfamiliar ways. They make product function or form clearly understood, even upon first exposure. Novel descriptors insufficiently informative should at the very least pique interest.
 
The dessert wizards at Dreyer’s, for example, had perfected a new way to blend low-fat ice cream so it acquires the texture and richness of full-fat ice cream. In precise but dry science lingo, they called the process "low-temperature extrusion". 

They knew "extrusion" had no place on a quart of mint chip. They needed a term that had immediate appetite appeal. The words of their final, market-facing descriptor, "Slow Churned", taps into the semiotics of yesteryear, when food was simpler, unprocessed, and naturally indulgent. "Churned" evokes hand-mixed barrels of butter, hinting at the product’s creamy richness. "Slow" connotes food that’s unprocessed and handcrafted.On the heels of Slow Churned ice cream’s astounding success, Breyer’s flattered Dreyer’s with their imitative descriptor, Double Churned ice cream 




]]> 2019-04-09 14:22:28 UTC https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349951417 Nestlé https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349964066 Family brand is a marketing practice that use one brand name for selling two or more related products. It is also known as umbrella branding. It is mainly used by companies that has a positive brand equity. The reasons of why companies used family branding strategy actually making them easily identifiable and enhance their marketibility.

For example, Nestlé. Most of the people know Nestlé through its brand. The products cover almost every food and beverage category to serve every stage of life.

Nestlé products range from:

1) Baby foods: Cerelac, Gerber, Gerber Graduates, NaturNes, Nestum
2) Bottled water: Nestlé Pure Life, Perrier, Poland Spring, S.Pellegrino
3) Breakfast cereals: Chocapic. Cini Minis, Cookie Crisp, Estrelitas, Fitness, Nesquic Cereal
4) Coffee: Nestlé , Nestlé 3 in 1, Nestlé Cappuccino, Nestlé Classic, Nestlé Decaff, Nestlé  Dolce Gusto, Nestlé Gold, Nespresso
5) Chocolate & Confectionary: Aero, Cailler, KitKat, Milkybar, Nestlé Les Recettes de I'Atelier, Orion, Quality Street, Smarties, Toll House
6) Culinary, chilled and frozen food: Buitoni, Herta, Hot Pockets, Lean Cuisine, Maggi, Stouffer's, Thomy
7) Dairy: Carnation, Coffee-Mate, La Laitiére, Nido
8) Drinks: Milo, Nesquik, Nestea
9) Food service: Chef, Chef-Mate, Maggi, Milo, Minor's, Nestlé, Nestea, Sjora, Lean Cuisine, Stouffer's
10) Healthcare Nutrition: Boost, Nutren Junior, Peptamen, Resource
11) Pet care: Alpo, Bakers Complete, Beneful, Cat Chow, Chef Michael's Canine Creations, Dog Chow, Fancy Feast, Felix, Friskies, Gourmet, Purina, Purina ONE, Pro Plan.
12) Ice cream: Dreyer's, Extreme, Haagen-Dazs, Movenpick, Nestlé Ice Cream]]> 2019-04-09 14:46:48 UTC https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349964066 Nivea https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349964118 Family brand development. 
Studies in the 1980s revealed that consumer trust in the NIVEA brand was extremely high. Beiersdorf recognized the growth potential associated with this finding and launched a number of new NIVEA skin care products in the customary high quality. One of these was the NIVEA MEN After Shave Balsam for sensitive men’s skin.
In the 90s, NIVEA expanded to become a global brand with consistent names, products and packaging. NIVEA families, like Visage, deodorant, soft, Vital and NIVEA Bath Care were developed at this time. In only 10 years, sales quadrupled and NIVEA became Beiersdorf’s largest brand by far.
]]> 2019-04-09 14:46:55 UTC https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/349964118 mokhtarnoradilah https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/350001886 Nivea is one of the most simplest logo ever seen. This logo says all the things it wanted to say to its customers. The logo gives the feel og freshness and beauty and displays the brand uniqueness in the market as well]]> 2019-04-09 15:55:20 UTC https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/350001886 Walmart cheahshuwen https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/350217959 Walmart like many large retail and grocery chain stores, offers store brands that also called house brands or generic brands which are lower-priced alternatives to name brand products. Many products offered under Walmart brands are private label products, but in other cases, the production volume is enough for Walmart to operate an entire factory.

Walmart has introduced new clothing lines and revamped an existing clothing line in the company brand level. Listed as below:

  • George – men's casual and dress clothing, shoes, and accessories (previously also women's and children's)
  • Terra & Sky – plus size women's clothing
  • Time and Tru – women's clothing, shoes, and accessories
  • Wonder Nation – children's clothing, shoes, and accessories
  • AllStarMerch - athletic clothing, shoes and accessories

For Major brands:
Sam's Choice- It forms the premium tier of Walmart's two-tiered core corporate grocery branding strategy that also includes the larger Great Value brand of discount-priced staple items.

Most Sam's Choice beverage products are manufactured for Walmart Other products in the line, including cookies, snack items, frozen meals, and similar grocery items are made by a variety of agricultural and food manufacturers.

Adventure Force- Toys suitable for outdoor use. Products include waterarms (water blaster guns).

Great Value- As Walmart's most extensively developed retail brand, covering hundreds of household consumable items, the Great Value line includes sliced bread, frozen vegetables, frozen dinners, canned foods, light bulbs, trash bags, buttermilk biscuits, cinnamon rolls, pies, and many other traditional grocery store products. The wide range of items marketed under the Great Value banner makes it Walmart's top-selling retail brand.

 Walmart had redesigned the Great Value labels to be predominantly white. The new redesign also includes over 80 new items, including thin-crust pizza, fat-free caramel swirl ice cream, strawberry yogurt, organic cage-free eggs, double-stuffed sandwich cookies, and teriyaki beef jerky. Walmart changed the formulas for 750 items, including: breakfast cereal, cookies, yogurt, laundry detergent, and paper towels. 

Equate- The brand name "equate" on a container of lotion. Consumable pharmacy and health and beauty items, such as shaving cream, skin lotion, over-the-counter medications, and pregnancy tests.

Mainstays- A brand marketed by Walmart for its lower-priced lines of bedding, kitchen utensils, ready-to-assemble furniture, and home decor.

]]> 2019-04-10 04:33:10 UTC https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/350217959 Walmart cheahshuwen https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/350224358 Product descriptor is a functional brand name, that automatically enables the main quality or application of a product or service to be identified. Tends to be useful in lesser known markets where the public, searching for brands, will first encounter those with a generic denomination.

Walmart's success is the stuff of legend. Walmart 's ability to provide customers with "everyday low prices" products and its presence as an economic and political force of gigantic size and influence. It is the result of a process that was built on some core principles and procedures. 

Looking at Walmart's history and present operations helps investors understand the methodology that enables this sizeable chain to do what it's known to do the best yet the products are selling cheap. ]]> 2019-04-10 05:24:48 UTC https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/350224358 Honda https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/350226686 modifier is a means to designate a specific item or model type or a version of configuration of the product.

it is refer to word, phrase or clause that functions as an adjective or adverb to qualify the meaning of other word.

Regardless of whether corporate, family and individuals’ brands are employed it is often necessary to further distinguish brand according to the different type of item or model involved   
Example of modifier brand is Honda                       
http://edit.autonews.com/Assets/pdf/future/2015japan1.pdf 
]]> 2019-04-10 05:45:03 UTC https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/350226686 dUCk scarves https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/350228870 Product descriptor help consumer understand what the product is. It also help defining relevant compettion in consumer mind. It is marketing copy that explain what a product is and why it worth purchasing. The purpose of a product description is to supply customers with detail around the feature and benefit of the product so they're compelled to buy. 
dUCk scarves symbolize a modern lifestyle on being playful, classic, stylish, urban chic and cool. dUCk scarves produce high quality product to embrace modern look to the users. It can influence customer mind that their product is best at keeping the product quality.]]> 2019-04-10 06:01:40 UTC https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/350228870 https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/366992463 2019-06-11 16:57:54 UTC https://padlet.com/mel_mdisa/3it1yhh0ce1q/wish/366992463