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Brand twins (with examples) - Same brand name but different- by Nitin M Wadhwani

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Brand Management
Brand Twins
Brand Examples
Similar Brands

Published in: Marketing

Brand twins (with examples) - Same brand name but different- by Nitin M Wadhwani

  1. 1. BRANDS – “ Same Name But Different Meaning ”
  2. 2. Introduction : Owning a brand name is critical for business, but what many people don’t realize is that owning a trademark on your brand name is not the same as owning a unique name. When the two companies own similar brand name that is called ‘Brand Twins’ It is not necessary to have a similar category product, they can be differentiated by type, nature, class & category.
  3. 3. Brands & Their Trademark Trademark is a recognizable sign, design or expression which identifies products or services of a particular source from those of others. But there can be almost a thousand trademarks on a similar name. For Example : ‘DELTA’ - from airlines to kitchen wear to power tools. So You cannot own a word exclusively and universally, as per international agreements, and the complexities in minds of consumer arises .
  4. 4. Let Us See Few Examples (They share same names)
  5. 5. • Brand Name – Domino’s Pizza • Company Name - Jubilant Food Works Limited • Type – American Restaurant Chain • Brand Name – Domino Sugar • Company Name - American Sugar Refining Inc. • Type – Sugar Products Provider
  6. 6. • Brand Name – ‘AMUL’ • Company Name - Anand Milk Federation Union Limited • Type – Dairy Milk Products • Brand Name – ‘AMUL MACHO’ • Company Name – J.G. HOSIERY Pvt. Ltd. • Type – Men's Innerwear
  7. 7. • Brand Name – ‘APPLE’ • Company Name – Apple Incorporation • Company Type – Consumer electronics, computer software and personal computers • Brand Name – ‘APPLE RECORDS’ • Company Name – Apple Corp. Ltd. • Type – Universal Music Group and Records
  8. 8. • Brand Name – ‘Finlandia Vodka’ • Company Name - Finlandia Vodka Worldwide Ltd. • Origin - Finland • Type – Vodka Manufacturer • Brand Name – ‘Finlandia Cheese’ • Company Name - Finlandia Cheese Inc. • Origin – United States • Type – Cheese Manufacturer
  9. 9. • Brand Name – ‘DOVE BEAUTY BAR’ • Company Name – Unilever Ltd. • Type – Beauty Soap • Brand Name – ‘DOVE CHOCOLATE’ • Company Name - Mars Company • Type – Confectionaries, Chocolates
  10. 10. What Happens To The Consumers Then.. • It creates the ambiguity image in the minds of customers. • Can affects the Brand Loyalty among customers. • Consumers may get confused or frustrated. • It can affect the Brand Recall as well as Brand Recognition.
  11. 11. What Happens To The Companies Or Brand .. • It may affects the potential consumer base directly or indirectly. • Companies can face difficulties in positioning of their products as similar name with different category. • Directly or indirectly reduces the identification of any one brand. • There will never be the win-win situation for all the similar brand names of different company.
  12. 12. Questions! What Comes In Our Mind ?? • Does It favourable for the company which is already successful ? • Don’t you think that wrong management practice of one brand can affects the another, just because of same name ? • Will it be easier for the loosing company to gain its market share again ? • Can’t the big companies like Amul, Finlandia to do something with the patents or copyrights?
  13. 13. THINK ! THINK !!! THINK !
  14. 14. Sources & References • http://merriamassociates.com/2011/12/brand-twins-same-brand- names-for-different-products/ •http://en.wikipedia.org/wiki/Apple_Corps_v_Apple_Computer • http://vexillologicalchef.com/blog/tag/finlandia-vodka/ ] Connect : in.linkedin.com/pub/nitin-m-wadhwani/42/467/96a/ Email : nitin_wadhwani@yahoo.com Facebook : http://www.facebook.com/zeek.wadhwani

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