Managing Multiple Brands

sunandaC

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Managing Multiple Brands

Different companies have opted for different brand strategies for multiple products.

These strategies are:

• Single brand identity - a separate brand for each product.

For example, in laundry detergents Procter & Gamble offers uniquely positioned brands such as Tide, Cheer, Bold, etc.

• Umbrella - all products under the same brand. For example, Sony offers many different product categories under its brand.

• Multi-brand categories - Different brands for different product categories.

Campbell Soup Company uses Campbell's for soups, Pepperidge Farm for baked goods, and V8 for juices.

• Family of names - Different brands having a common name stem. Nestle uses Nescafe, Nesquik, and Nestea for beverages.

Brand equity is an important factor in multi-product branding strategies.
 
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