Ansoff's Growth Matrix and Branding Strategies

Line extension = Introducing a new product in the same product category Flanker brand = Introducing a new product in a new product category Brand extension = Using an existing brand to introduce a new product Franchise extension = Introducing a new product in a new market

Horizontal brand extension = Introducing a related brand in the same product category with a different price and quality balance Vertical brand extension = Extending a parent brand to a new product in the same product class or to a new product category Brand extension = Introducing a new product in a new market Multibrands = Using an existing brand to introduce a new product in the same product category

Horizontal brand extension = Helps increase a brand's visibility across a variety of usage occasions Vertical brand extension = Enables a brand to leverage its power by adding value to the offerings without necessarily cannibalizing its existing products Brand extension = Much more cost efficient and involves less time and effort compared to building a new brand Line extension = Involves introducing a new product in a new product category

Horizontal brand extension = Brand dilution Vertical brand extension = Cannibalizing existing products Brand extension = Involves more time and effort compared to building a new brand Line extension = Introducing a new product in a new market

Flanker brand = Extending a parent brand to a new product in the same product class or to a new product category Brand extension = Introducing a new product in a new product category Horizontal brand extension = Introducing a new product in the same product category Multibrands = Using an existing brand to introduce a new product in the same product category

Upscale brand extension = Higher quality and higher price point compared to the parent brand Downscale brand extension = Lower quality and lower price point compared to the parent brand Flanker brand = Launched in a product category where the company already has an established brand Brand portfolio = Includes all brands sold by a company in a product category

Strategic brand = A brand that maximizes brand equity Brand energizer = A brand that helps raise the image of the core brand Cash-cow brand = A brand that generates a steady stream of revenue Entry-level brand = A brand that is used to attract new customers

Hurt the brand's image of quality = Cons of upscale brand extension Enable companies to leverage their brand name = Pros of brand extension Increase the likelihood of product-line cannibalization = Cons of brand extension Help raise the image of core brand = Pros of upscale brand extension

To pursue various price segments = To target different market segments To target different geographic boundaries = To target different market segments To increase market share = To launch a flanker brand To minimize brand overlap = To design a brand portfolio

Silver bullet = A brand that is highly successful and profitable High-end prestige brand = A brand that is luxury and exclusive Flanker brand = A brand launched to combat a competitor's low price position Cash-cow brand = A brand that generates a steady stream of revenue