Menu
Home
Advertise
Forums
Search forums
What's new
Unread posts
New articles
New article comments
Latest activity
Earn Money
Money apps
Passive Income
Paid Survey
Forex
Stock
Real estate
Paid to write
Social Media Earning
Review Website/Apps
Crytocurrency
Bitcoin (BTC)
Ethereum (ETH)
Crypto Exchange
Mining
Crypto Faucet / Airdrops
Binance
Business
Business strategy
Funding a business
Marketing
Digital Marketing
Social media marketing
Email marketing
Brand management
Personal Finance
Money Saving
Retirement
Personal loan
Savings for Students
Debt help
Tax relief
Insurance
Car Insurance
Life Insurance
Liability Insurance
Home Insurance
Health Insurance
Disability Insurance
FAQ
Log in
Register
What's new
Search
Search
Search titles only
By:
Search forums
Menu
Log in
Register
Install the app
Install
Home
Forums
Money Making Forums
Marketing Forums
Branding Strategies for Product and Services
JavaScript is disabled. For a better experience, please enable JavaScript in your browser before proceeding.
You are using an out of date browser. It may not display this or other websites correctly.
You should upgrade or use an
alternative browser
.
Reply to thread
Message
[QUOTE="Emma Sali, post: 4961, member: 688"] [LEFT][h=2]Branding Strategies[/h]Three Branding strategies for product and services are popular.[LEFT]The first two branding strategies represent two ends of a brand relationship continuum. A sub-brand [/LEFT][LEFT]strategy falls somewhere between, depending on which component of the sub-brand receives more [/LEFT][LEFT]emphasis. [/LEFT] [h=3]Individual or separate family brand names.[/h]Consumer packaged-goods companies have a long tradition of branding different products by different names. General Mills largely uses individual brand names, such as Bisquick, Gold Medal flour, Nature Valley granola bars, Old El Paso Mexican foods, Progresso soup,Wheaties cereal, and Yoplait yogurt. If a company produces quite different products, one blanket name is often not desirable. Swift and Company developed separate family names for its hams (Premium) and fertilizers (Vigoro). A major advantage of individual or separate family brand names is that if a product fails or appears to be of low quality, the company has not tied its reputation to it. Companies often use different brand names for different quality lines within the same product class. [LEFT]The use of individual or separate [/LEFT][LEFT]family brand names has been referred to as a “[B]house of brands[/B]” strategy.[/LEFT] [TABLE="class: tr-caption-container, align: center, cellpadding: 0, cellspacing: 0"] [TR] [TD][URL="http://1.bp.blogspot.com/-4yft5GbeH-U/Uke3lYm12LI/AAAAAAAAANA/i60q3x5ZaDk/s1600/Branding+Strategies.jpg"][IMG]http://1.bp.blogspot.com/-4yft5GbeH-U/Uke3lYm12LI/AAAAAAAAANA/i60q3x5ZaDk/s400/Branding+Strategies.jpg[/IMG][/URL][/TD] [/TR] [TR] [TD="class: tr-caption"][h=2]Branding Strategies[/h][/TD] [/TR] [/TABLE] [h=3]Corporate umbrella or company brand name.[/h]Many firms, such as Heinz and GE, use their corporate brand as an umbrella brand across their entire range of products. Development costs are lower with umbrella names because there’s no need to run “name” research or spend heavily on advertising to create recognition. Campbell Soup introduces new soups under its brand name with extreme simplicity and achieves instant recognition. Sales of the new product are likely to be strong if the manufacturer’s name is good. Corporate-image associations of innovativeness, expertise, and trustworthiness have been shown to directly influence consumer evaluations. Finally, a corporate branding strategy can lead to greater intangible value for the firm. [LEFT]The use of an [/LEFT][LEFT]umbrella corporate or company brand name has been referred to as a “[B]branded house[/B]” strategy.[/LEFT] [h=3]Sub-brand name[/h]Sub-brands combine two or more of the corporate brand, family brand, or individual product brand names. Kellogg employs a sub-brand or hybrid branding strategy by combining the corporate brand with individual product brands as with Kellogg’s Rice Krispies, Kellogg’s Raisin Bran, and Kellogg’s Corn Flakes.Many durable-goods makers such as Honda, Sony, and Hewlett-Packard use sub-brands for their products. The corporate or company name legitimizes, and the individual name individualizes, the new product. [/LEFT] [/QUOTE]
Insert quotes…
Verification
Post reply
Home
Forums
Money Making Forums
Marketing Forums
Branding Strategies for Product and Services
Top