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Dual branding
 

Dual branding

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

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

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    Dual branding Dual branding Presentation Transcript

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