2. MULTI-PRODUCT BRAND & BENEFITS
• Multi-Product Branding, also known as family branding, or corporate branding is when a company
uses one brand name for all of its products within a class.
• The benefits of Multiproduct branding is brand equity return, lower promotion costs, and growing
brand awareness.
• Sub-branding allows a company to use the big brand name while giving each product a little brand of
its’ own
• For example, Gillette’s Mach 3 razor for men.The Gillette brand is clearly marked on the package so
consumers associate the new Mach 3 with Gillette quality.This gives the Mach 3 a sub-brand and
distinguishes it from other Gillette razors.
3. MULTI-BRANDING
• Multi-branding is used when a product or product line is targeting different markets.
This kind of branding is used favorably within in the automobile market.
• The image below showcases FedEx's different service offerings
4. PRIVATE BRANDING
• Private Branding is the production of goods by a manufacturer for a reseller.
• If Colgate toothpaste costs about $6 for a tube,Wal-Mart can make a privately branded
toothpaste to sell at $3 or $4.
6. LINE EXTENSION
• The line extension brand growth strategy involves creating additional products in response to
consumer needs.A closer look at line extension strategy would be easier to see from an example.
Apple introduced the iPhone Plus for the first time, with the release of the 6. iPhone Plus was
born to satisfy consumers who are looking for a bigger screen.
7. BRAND EXTENSION
• Brand extension strategy involves the introduction of a new brand, in a new market,
after consolidating your brands' name in a related field.
8. NEW BRAND
• The new brand strategy is when a firm creates a new brand to go along with a new
product.The new brand strategy is the most costly, since starting a new brand includes
costs such as advertising, sales personnel, manufacturing costs and more.
9. FLANKER
• Flanker brand strategy is the placement of a new brand or sub-brand, at the high or
lower ends of the spectrum in order to capture new market segments. For example,
Apple released the iPhone 8 along with the iPhone X.You can state that the iPhone X
was released for the sole purpose of being a 10-year anniversary special.
10. FIGHTER
• Fighter brand strategy occurs when a firm creates a new brand to wrest market share
from another. Usually, fighter brands aren’t created to target consumers, instead, they are
created to target competitors.
• For example, Squirt was a Grapefruit soft drink owned by Dr. Pepper and introduced in
1938 without competition. Soon, Coca-Cola saw an opportunity to compete with the
new fruity soft drink Squirt; and in order to gain market share, Coca-Cola decided to
create Citra.
13. INDIVIDUAL BRANDING
• Marketers associate separate products or lines with separate brand names - such
as Seven-Up, Kool-Aid, or Nivea Sun (Beiersdorf - which may compete against other
brands from the same company (for example, Unilever owns Persil, Omo, Surf, and Lynx).
14. CHALLENGER BRANDS
• A challenger brand is a brand in an industry where it is neither the market leader nor a
niche brand. Challenger brands are categorized by a mindset that sees them have
business ambitions beyond conventional resources and an intent to bring change to an
indust
15. MULTIPRODUCT BRANDING STRATEGY
• Multiproduct branding strategy is when a company uses one name across all its products
in a product class.When the company's trade name is used, multiproduct branding is also
known as corporate branding, family branding or umbrella branding
16. MULTIBRANDING STRATEGY
• Multibranding strategy is when a company gives each product a distinct name.
Multibranding is best used as an approach when each brand in intended for a different
market segment. Multibranding is used in an assortment of ways with selected companies
grouping their brands based on price-quality segments. Individual brand names naturally
allow greater flexibility by permitting a variety of different products, of differing quality, to
be sold without confusing the consumer's perception of what business the company is in
or diluting higher quality products.
17. FIGHTING BRANDS
• The main purpose of fighting brands is to challenge competitor brands
18. PRIVATE BRANDING
• Private branding (also known as reseller branding, private labelling, store brands, or own
brands) have increased in popularity. Private branding is when a company manufactures
products but it is sold under the brand name of a wholesaler or retailer
19. MIXED BRANDING STRATEGY
• Mixed branding strategy is where a firm markets products under its own name(s) and
that of a reseller because the segment attracted to the reseller is different from its own
market. For example, Elizabeth Arden, Inc., a major American cosmetics and fragrance
company, uses mixed branding strategy.The company sells its Elizabeth Arden brand
through department stores and line of skin care products at Walmart with the "skin
simple" brand name. Companies such as Whirlpool, Del Monte, and Dial produce private
brands of home appliances, pet foods, and soap, correspondingly.
20. ATTITUDE BRANDING
• Attitude branding is the choice to represent a larger feeling, which is not necessarily
connected with the product or consumption of the product at all. Marketing labeled as
attitude branding include that of Nike, Starbucks,The Body Shop, Safeway and Apple
21. NO-BRAND" BRANDING
• Recently, a number of companies have successfully pursued "no-brand" strategies by
creating packaging that imitates generic brand simplicit
22. PRODUCT LINE EXTENSION
• A product line extension is the procedure of entering a new market segment in its
product class by means of using a current brand name.An example of this is
the Campbell Soup Company, primarily a producer of canned soups.
23. SUB BRANDING
• Sub branding is used by certain multiproduct branding companies. Subbranding merges a
corporate, family or umbrella brand with the introduction of a new brand in order to
differentiate part of a product line from others in the whole brand system
24. BRAND EXTENSION
• Brand extension is the system of employing a current brand name to enter a different
product class. Having a strong brand equity allows for brand extension; for example,
many fashion and designer companies extended brands into fragrances, shoes
and accessories, home textile, home decor, luggage, (sun-) glasses, furniture, hotels.
• When Coca-Cola launched Diet Coke and Cherry Coke, they stayed within the
originating product category: non-alcoholic carbonated beverages
25. CO-BRANDING
• Co-branding is a variation of brand extension. It is where a single product is created from
the combining of two brand names of two manufacturers. Co-branding has its advantages
as it lets firms enter new product classes and exploit a recognized brand name in that
product class.
