why choose umbrella for wider marketing of products.
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Umbrella branding involves marketing multiple related products under a single brand name. It allows companies to build strong brand equity and recognition for a master brand. Amul and Nivea are examples of successful umbrella brands - Amul markets various dairy products under its parent brand while Nivea has a vast portfolio of cosmetic products. The key benefits of umbrella branding include leveraging the existing brand image to introduce new products more easily and at lower cost. However, it also carries the risk that issues with one product could negatively impact perceptions of the overall brand.
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Umbrella branding
Umbrella branding involves marketing multiple related products under a single brand name to leverage brand equity and recognition. The key advantages are lower costs for introducing new products under the established brand umbrella and promoting the family of brands together. Examples include Vicks for healthcare products and Taj Hotels for hospitality chains. Amul in India has successfully used an umbrella brand strategy, promoting its dairy products collectively to reinforce quality and trust in the parent brand.
Umbrella branding
Umbrella branding involves selling many related products under a single brand name to enhance their marketability and create brand equity. It allows companies to leverage the attributes of all product lines under a trusted brand. Successful examples include Apple expanding from computers to other electronics. However, issues with a flagship product, like Nestle's Maggi noodles, can negatively impact the entire brand. Umbrella branding aims to increase customer loyalty and repeat purchases across a company's portfolio of products.
Umbrella Branding
Umbrella branding involves marketing multiple related products under a single brand name to leverage the equity and reputation of the core brand. Amul and Nivea are examples of successful umbrella brands - Amul markets various dairy products under its core brand while Nivea markets cosmetic products across over 150 countries. The benefits of umbrella branding include lower marketing costs, easier launch of new products, and a common brand identity that helps customers recognize related products. However, unique identities of individual products may suffer and the brand faces risks if any single product fails. Customers ultimately care most that products meet their specific needs rather than just sharing a parent brand.
private brand
Private branding involves a retailer exclusively contracting a manufacturer to produce products that are then sold under the retailer's own brand name at lower prices than name brands. Private brands provide benefits like greater control over quality and marketing, higher profit margins, creating a unique retail image, and improving customer loyalty through exclusive products. Retailers like Walmart, Target, and Costco benefit from increased private labeling, while name brand companies like Coca-Cola, PepsiCo, and P&G benefit when private labeling decreases. Private brands face challenges in establishing brand recognition and competing with the marketing power of established name brands.
Branding and differentiation
The document discusses the importance of branding and product differentiation for companies. It defines branding as creating a unique character for a product through aspects like design, image, name, or logo to give customers an understanding of what they are purchasing. The document also examines different types of branding strategies and the need to differentiate products from competitors through attributes such as packaging, quality, or content in order to gain customer loyalty in competitive markets.
Private labels vs National brands
Private labels, also known as store brands, are products designed, developed, and sold exclusively by retailers. They first emerged in the 1960s as a way for retailers to offer cheaper alternatives to national brands. Private labels now exist to satisfy consumer demand for lower prices as well as to increase retailer profits. While early private labels focused on low price and quality, they have since evolved to match national brands in quality and some even outperform national brands in attributes like value and reliability. Looking ahead, private labels are projected to capture 50% of the global market by 2025 as they continue aligning with national brands. National brands will also continue to thrive by focusing on rare, exclusive, or high-quality products.
Nivea Case Study
Beiersdorf extended its Nivea brand to 14 product categories globally to increase brand equity and tap new consumers. While umbrella branding allows leveraging a strong brand name across products, it risks diluting the core brand values if not managed properly. Nivea developed a framework ensuring extensions added value for consumers and maintained the brand's positioning as a mass market, natural skin care brand appealing to all ages through consistent, globally standardized products.
Brands vs. private labels group 7
The document discusses private label brands in India across various retail categories like food, apparel, and ecommerce. It provides background on private labels globally and their growth in Europe. In India, private labels have a small market share compared to Southeast Asian countries due to low modern trade penetration. Some strategies discussed for growth of private labels in India include increasing store presence, improving product quality, offering variety, and focusing on in-store promotions. Online retailers are able to generate higher margins of up to 40% from private labels, which comprise 20-35% of their sales.
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Umbrella branding
Umbrella branding involves marketing multiple related products under a single brand name to leverage brand equity and recognition. The key advantages are lower costs for introducing new products under the established brand umbrella and promoting the family of brands together. Examples include Vicks for healthcare products and Taj Hotels for hospitality chains. Amul in India has successfully used an umbrella brand strategy, promoting its dairy products collectively to reinforce quality and trust in the parent brand.
Umbrella branding
Umbrella branding involves selling many related products under a single brand name to enhance their marketability and create brand equity. It allows companies to leverage the attributes of all product lines under a trusted brand. Successful examples include Apple expanding from computers to other electronics. However, issues with a flagship product, like Nestle's Maggi noodles, can negatively impact the entire brand. Umbrella branding aims to increase customer loyalty and repeat purchases across a company's portfolio of products.
Umbrella Branding
Umbrella branding involves marketing multiple related products under a single brand name to leverage the equity and reputation of the core brand. Amul and Nivea are examples of successful umbrella brands - Amul markets various dairy products under its core brand while Nivea markets cosmetic products across over 150 countries. The benefits of umbrella branding include lower marketing costs, easier launch of new products, and a common brand identity that helps customers recognize related products. However, unique identities of individual products may suffer and the brand faces risks if any single product fails. Customers ultimately care most that products meet their specific needs rather than just sharing a parent brand.
private brand
Private branding involves a retailer exclusively contracting a manufacturer to produce products that are then sold under the retailer's own brand name at lower prices than name brands. Private brands provide benefits like greater control over quality and marketing, higher profit margins, creating a unique retail image, and improving customer loyalty through exclusive products. Retailers like Walmart, Target, and Costco benefit from increased private labeling, while name brand companies like Coca-Cola, PepsiCo, and P&G benefit when private labeling decreases. Private brands face challenges in establishing brand recognition and competing with the marketing power of established name brands.
Branding and differentiation
The document discusses the importance of branding and product differentiation for companies. It defines branding as creating a unique character for a product through aspects like design, image, name, or logo to give customers an understanding of what they are purchasing. The document also examines different types of branding strategies and the need to differentiate products from competitors through attributes such as packaging, quality, or content in order to gain customer loyalty in competitive markets.
Private labels vs National brands
Private labels, also known as store brands, are products designed, developed, and sold exclusively by retailers. They first emerged in the 1960s as a way for retailers to offer cheaper alternatives to national brands. Private labels now exist to satisfy consumer demand for lower prices as well as to increase retailer profits. While early private labels focused on low price and quality, they have since evolved to match national brands in quality and some even outperform national brands in attributes like value and reliability. Looking ahead, private labels are projected to capture 50% of the global market by 2025 as they continue aligning with national brands. National brands will also continue to thrive by focusing on rare, exclusive, or high-quality products.
Nivea Case Study
Beiersdorf extended its Nivea brand to 14 product categories globally to increase brand equity and tap new consumers. While umbrella branding allows leveraging a strong brand name across products, it risks diluting the core brand values if not managed properly. Nivea developed a framework ensuring extensions added value for consumers and maintained the brand's positioning as a mass market, natural skin care brand appealing to all ages through consistent, globally standardized products.
Brands vs. private labels group 7
The document discusses private label brands in India across various retail categories like food, apparel, and ecommerce. It provides background on private labels globally and their growth in Europe. In India, private labels have a small market share compared to Southeast Asian countries due to low modern trade penetration. Some strategies discussed for growth of private labels in India include increasing store presence, improving product quality, offering variety, and focusing on in-store promotions. Online retailers are able to generate higher margins of up to 40% from private labels, which comprise 20-35% of their sales.
Brands
The document discusses brands, branding, and the advantages and disadvantages of brands. It defines a brand as an umbrella term used to market related products, and can refer to a company name. Brands are created when a popular product leads a company to release a selection of related products under the same brand name. Some advantages of brands include consumers expecting consistent quality, being more willing to try new products from known brands, and associating brands with certain lifestyles. However, branded products can also hide less favorable aspects of a company's operations or attempts to maintain their public image.
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This document discusses strategies for building successful store brands in India. It defines what a brand is and explains how stores can also function as brands through their product mix, prices, promotions, and ambiance. The branding process involves identifying target customers, communicating benefits, and ensuring repeat customers through positive experiences. International retailers are examined for lessons on consistently delivering a unique brand experience. The "EST model" is presented for retail success, focusing on being the cheapest, biggest, hottest, easiest, and quickest option. Specific examples like Walmart, Costco, Home Depot, and Tesco are analyzed. The document concludes with points about applying this model in India and ensuring brand success through clarity, choice, control, and communication
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This document provides guidance on how to boost sales by improving discoverability, pricing appropriately, good communication, timely shipping, quality packaging, and customer delight. It discusses optimizing product titles, descriptions and images for search and visibility. The importance of social media promotion, competitive pricing, bundling, maintaining inventory and catalog quality, timely order fulfillment, and quality packaging to satisfaction and trust is also covered.
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This document discusses various strategies for positioning a brand, including:
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- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate a brand with certain values.
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2. There are various positioning strategies such as attribute, benefit, user, and competitor positioning. Nestle successfully positioned Maggi noodles as a snack item for children between meals based on careful study.
3. Right positioning is critical for success, as wrong positioning strategies like underpositioning, overpositioning, confused positioning, and doubtful positioning can negatively impact sales.
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- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate a brand with certain values.
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The document discusses criteria for choosing effective brand elements. It identifies key criteria like being memorable, meaningful, and appealing. Brand elements should inherently facilitate recall and recognition. They may take on descriptive or persuasive meaning to convey information about a product's attributes and benefits. Elements also need to be adaptable, flexible, protectable, and transferrable. The entire set of coordinated brand elements makes up a brand's identity, and consistency across elements is important for cohesiveness.
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2. There are various positioning strategies such as attribute, benefit, user, and competitor positioning. Nestle successfully positioned Maggi noodles as a snack item for children between meals based on careful study.
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This document discusses branding strategies for companies. It outlines two main options: umbrella/family branding, which involves selling multiple related products under a single brand, or product branding, which creates a separate identity for each product. Umbrella branding has benefits like reduced advertising costs and easier launches of new products. The document also discusses defining the brand identity, positioning, research, messaging, and consistency in getting the brand message out to customers.
Brand
This document provides an overview of branding concepts including the definition of a brand, types of brands, brand equity, and brand positioning. It defines a brand as a name, logo, or symbol that identifies a product or service. The document outlines different types of brands according to ownership (manufacturer, middleman), market area (local, provincial, national, international), number of products (family, product line, individual), and use (fighting, competitive). It also discusses key elements of brand equity including awareness, brand associations, perceived quality, brand loyalty, and proprietary assets. Finally, it notes that brand positioning involves owning a piece of the consumer's mind by positioning the product in their mind.
Line & brand extension
This document discusses line and brand extension strategies. It defines line extension as introducing new products that are slightly different from existing product lines to attract new customers. Brand extension involves using an established brand name in a new product category. The document provides examples of different types of brand extensions, such as using the same brand for similar products in new forms, flavors, prices, or customer needs. It also discusses extending brands into new geographic areas or demographics. Maintaining a classic brand name over the long term is also mentioned.
Brand building
1) Brand building involves all activities necessary to nurture a brand into a healthy cash flow stream after launch through advertising and meeting consumer expectations.
2) A company's brand is its primary competitive advantage and valuable strategic asset, with brand equity measured by the premium a brand commands and difference between intrinsic and perceived value.
3) Building brand equity requires distinguishing products, aligning advertising with delivery, and creating distinctive brands with personalities that generate emotional bonds and widespread presence.
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Introduction to the concept of" BRAND" and BRAND MANAGEMENT
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#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Gokila digital marketing| consultant| Coimbatore
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
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Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
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5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
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3. Latest Technology development vs Business promotions
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Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
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why choose umbrella for wider marketing of products.
- 2. CONTENT Definition What is Umbrella Branding Case Study Traditional vs. Umbrella Approach Umbrella approach customer viewpoint Limitations of umbrella’s cover
- 4. DEFINITION • Umbrella brands are brand names that are utilized by a range of different but related products. Sometimes referred to as family branding. • An umbrella branding strategy, is a marketing practice that involves marketing many related products under a single brand name.
- 5. What is umbrella branding ? • When a group of products are given the same brand name • It becomes a case of family brand/umbrella brand. • A company may resort to different branding approaches for different product lines. Conti….
- 6. • Umbrella branding involves creating huge brand equity for a single brand. • Umbrella branding is also known as family branding. It is very common to find umbrella branding in FMCG products. What is umbrella branding ? …continued
- 7. Basic idea of umbrella branding • Enhance marketability of product. • The concept conveyed to consumers is - any product that carries the brand name is produced using the same high standards of quality. • Umbrella Branding only works when the company has a line of very similar products. • The master brand has to be acknowledged on products because it commands trust, respect & loyalty
- 8. Cases … Giant cover of umbrella. • AMUL • NIVEA
- 9. AMUL- Test of India cover.. of umbrella • AMUL India's most successful dairy product company follows umbrella branding. • Compared the umbrella brand and individual brands to an Indian family. • Amul created its brand equity by the help of UB. • Where in umbrella brands - like the Indian family, the father is the head, looking over the children. • When they grow up and become independent, they hold the umbrella for the family. • Individual brands on the other hand are like a western family, who grow up fast and leave the father behind.
- 10. Conti…. • Where in umbrella brands - like the Indian family, the father is the head, looking over the children. • When they grow up and become independent, they hold the umbrella for the family. • Individual brands on the other hand are like a western family, who grow up fast and leave the father behind.
- 11. • Amul’s advertising and marketing spend has never exceeded 1% of its revenues. • Despite a limited budget, Amul’s the Taste of India campaign—have always managed to evoke a larger-than-life brand feel. • Customer knows Amul as a quality provider so they believes all products of Amul as a quality product.
- 12. NIVEA • NIVEA cosmetics brand has a presence in huge number of product categories and countries • 'Queen of Mega Brands’ because 14 products and serves 150 countries. • According to analysts, there was the 4.4% increase in the company's revenues (€ 4.74 billion) and 10.7% increase in after-tax profit (€ 290 million) for the year 2002.
- 13. • Never tried to disturb the umbrella branding of Nivea and got fruitful results. • It is easy for Nivea now to launch new products as customer got idea about company and its products. • When people see a common identity they will want to try other variants of same identity because of the umbrella brand.
- 15. Pros • Brand image of parent brand act as Differentiating factor for product in extremely competitive market. • Extra cost of Brand creation is not required. • Umbrella branding help to create dependent perception about product as parent Brand. • Umbrella branding helps to give positioning to product. • Advertising and promotional efforts should be combined for all the products falling under family brand. • New product launch become easier and cheaper. • New product find ready recognition and market set up.
- 16. Cons • Unique identity of new product faces problem. • If one product fail whole brand faces failure.
- 17. Umbrella Branding Customer’s Viewpoint. • When customer goes for shopping he usually looks for his favorite brands. DO they launched something new? • If customer gets positive experience he will tend to become loyal customer. • So usually he looks product of same brand or logo to make further shopping.
- 18. • If customer get negative experience from any of those products he can avoid all brand altogether. • Just being part of any good parent brand isn’t condition to satisfy customer. • Ex products of coca cola makes their individual advertisement for each products. People care more about products that meet their specific needs than a brand
- 19. Individual vs. Umbrella Branding. Individual branding Umbrella Branding COST OF PROMOTION IS HIGHER LESS PRICE PRODUCTS HAS UNIQUE IMAGE IMAGE IS REFLECTION OF PARENT BRAND LESS STRESS ON QUALITY STRESS IS MUCH HIGHER CAN’T WORK TILL PRODUCT IS WELL IN MIND OF CUSTOMER CAN BE THE WAY OUT TO LAUNCH OR RELAUNCH OF PRODUCT RISK IS MORE TO LAUNCH NEW PRODUCT EASY TO LAUNCH NEW PRODUCT