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Complex Branding Strategies And Relationships

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Abhijeet S
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Complex Branding Strategies And Relationships - October 11th, 2010

Complex Branding Strategies And Relationships

Different identities of brands and their extensions make both brand building and managing it difficult. In addition to knowing its identity each brand needs to understand its role in each context in which it is involved. There is a tendency to use established brands in different contexts and roles because establishing a totally new brand is very expensive. The resulting new levels of complexity often are not anticipated or even acknowledged until there is a substantial problem.


Henko Compact and Henko Stain Champion both belong to the German firm Henkal. Although this is a line extension finding difference between both these products is not easy. A number of questions like “Does the name ‘stain champion’ mean Henko Compact does not remove stains? Or does it mean that Stain Champion is a technologically inferior product?” often cross the consumers mind when they consider these brands for purchase. This is because the line extension and the relationship of one product with another in this strategy are not considered.
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