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.
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.