Dual branding

16,900 views
16,042 views

Published on

The PowerPoint Presentation is about Dual branding with their advantages & disadvantages and the Success Strategy with examples.

Published in: Business, Technology
1 Comment
0 Likes
Statistics
Notes
  • Be the first to like this

No Downloads
Views
Total views
16,900
On SlideShare
0
From Embeds
0
Number of Embeds
14
Actions
Shares
0
Downloads
134
Comments
1
Likes
0
Embeds 0
No embeds

No notes for slide

Dual branding

  1. 1. Dual Branding AJAY KUMAR
  2. 2. What it Means <ul><li>It is the combination of two different brands by the same firm with each contributing its own specific meaning to the brand architecture. </li></ul>
  3. 3. Advantages <ul><li>Increase the market share </li></ul><ul><li>Saturating the market by filling all price and quality gaps </li></ul><ul><li>catering to brand switchers users who like to experiment with different brands </li></ul><ul><li>keeping the firm's managers on their toes by generating internal competition </li></ul>
  4. 4. Disadvantages <ul><li>Brand Cannibalization </li></ul><ul><li>Difficult to manage two different brands, due to splitting in Ad-spend. </li></ul><ul><li>Possibility of blurring brand identity in the eyes of the consumer. </li></ul><ul><li>Duplication of roles of the corporates. </li></ul>
  5. 5. Success Strategy <ul><li>Brand Positioning </li></ul><ul><li>Differentiate Products/services from the existing one </li></ul><ul><li>Different target segment for each brand </li></ul><ul><li>Appeal to different Buying Motives </li></ul>
  6. 6. Few Examples <ul><li>Best Buy & Future Shop for consumer electronic goods </li></ul><ul><li>Danfoss Drives & HoliP </li></ul><ul><li>Wendy’s & Arby’s in Restaurant Chain </li></ul><ul><li>Steinway Pianos & Boston and Essex </li></ul><ul><li>Seagate & Maxtor </li></ul><ul><li>Toyota & Lexus </li></ul><ul><li>Dow Corning & Xiameter </li></ul>
  7. 8. Thank You !

×