Umbrella Branding vs Individual Branding

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My first guest speaker PPT at LMU. Another check in the things to do in life.

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  • How do you define Corporate and Individual Branding
  • Victoria's Secret is owned by Limited Brands Gilly Hicks is owned by Abercrombie & Fitch Pringles is owned by Procter & Gamble And Walkers is a part of Pepsico International
  • In March 2005, New West End Company was voted by businesses to be established as a formal Business Improvement District (BID) for Bond Street, Oxford Street and Regent Street and 12 neighbouring streets. In December 2007, it was renewed for a further five years.
  • Umbrella Branding vs Individual Branding

    1. 1. CORPORATE VS. INDIVIDUAL BRANDING <ul><li>Umbrella </li></ul><ul><li>brands </li></ul><ul><li>Ben and Jerry‘s (pre 2000) </li></ul><ul><li>Nike </li></ul><ul><li>Google </li></ul><ul><li>Adobe </li></ul><ul><li>IKEA </li></ul><ul><li>Roche </li></ul><ul><li>Corporate (Umbrella) Branding is great when you have a strong corporate brand </li></ul><ul><li>Individual Branding helps when you have many different types of products in your portfolio </li></ul>Individual brands Hollister Cheerio’s Tommy Hilfiger Trader Joe‘s Dolce & Gabbana
    2. 2. <ul><ul><li>Creating a brand identity that forms an association with firm and therefore strengthens the brand identity </li></ul></ul><ul><ul><li>Can you name some of these types of brands and the advantages? </li></ul></ul>WHAT IS UMBRELLA BRAND EQUITY?
    3. 4. WHAT IS INDIVIDUAL BRAND EQUITY? <ul><li>Creating an individual identity for each product in a firm’s portfolio </li></ul><ul><li>Advantages: </li></ul><ul><ul><li>Each product has it's own unique identity </li></ul></ul><ul><ul><li>Safety for the firm </li></ul></ul><ul><ul><li>Freedom of less corporate identity </li></ul></ul><ul><li>What types of firms incorporate this type of Marketing strategy? </li></ul>
    4. 7. GLOBAL ORGANISATIONS AREN'T THE ONLY ONES WHO USE INDIVIDUAL BRANDING!
    5. 8. MAYBE THESE ARE MORE RECOGNISABLE FOR YOU!

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