Branding Strategy: Branding Strategies

1402 Words3 Pages
bulb-icon

Recommended: Short note on branding

BRANDIG STRATEGIES: A NEW PERSPECTIVE
Mr. SUBIN THOMAS
Assistant Professor, Dept. of Management Studies
Girideepam Institute of Advanced Learning (GIAL)
Vadavathoor P.O.Kottayam, Kerala
ABSTRACT
Branding has now become an indispensable part of every organization. In the world of increasing competition companies need to differentiate their products or services to become successful. Making a product or service and simply selling them will not make a business successful. It will only become one among the thousands. Branding is an effective tool which helps the companies to differentiate and position their products and to establish a personality and identity. Such a personality and image is very much needed to create loyal customers, who are
The major factors that influence the branding strategies of a firm are
1. Market Size
2. Compatative situation
3. Company resources
4. Product Innovativeness
Branding Strategies
1. Individual Name
It is a multi branding strategy in which each product in the product portfolio is given its own brand name. Here each product is having a separate identity and image, which makes the positioning easy. Another major advantage is that if a particular product or service is not performing well it will not tarnish the image of the other products of the company. Also the company can concentrate on their products better.

Example: P&G markets its different range of products individually.
Figure 1 Source of data: Secondary
2. Blanket Family Name
It is a kind of marketing in which the company is using same brand name to market multiple products. The major advantage is that it improves the marketing efficiency of the company. If a company is having a reputed brand name it can use the same for the entire range of products. Also this will help reinforcing a brand name in the mind of customers if they are purchasing multiple products of the same brand. The companies should be more alert and efficient if they are following this strategy as the non- performance of a particular product my affect

Show More
Related

  • Analysis Of Spirit Airlines, Jet Blue And American Airlines

    729 Words  | 2 Pages

    As part of marketing in business, strategy is a leading light because it is a plan of action designed and followed by businesses to become successful. Three companies in the same industry can offer similar products in a completely different ways. Branding is everything and understanding what customers want determines a company’s brand position. Airline companies are great examples of numerous companies offering the same product. Major differences in brand and quality management come when comparing three airline companies that offer the same product such as Spirit Airlines, Jet Blue and American Airlines. Although their product is the same, the processes to marketing their product are completely different.

    Read More

  • The Brand Personality of Target Corporation

    1039 Words  | 3 Pages

    In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.

    Read More

  • Allround Executive Summary

    1150 Words  | 3 Pages

    Thus new products/line extensions will be based on Allround brand, each one with a unique target market, delivering different value proposition to the respective customer.

    Read More

  • Branding Strategy In Health Care

    902 Words  | 2 Pages

    “Your branding strategy defines what you stand for, a promise you make, and the personality you convey” (“Brand Strategy”, 2015, para. 2). As well, it assists in the presentation of your product or service to stand out from the competition. According to Berkowitz (2011), there are five types of branding strategies: multiproduct, multibrand, reseller, co-branding, and mixed. The multiproduct branding strategy uses one name for all the various products within the company. For example, the hospital I work for includes its name in the off campus imaging centers, surgical outpatient centers, and free-standing emergency departments. As a result, customers are more inclined to associate the name with the good reputation, high standard of quality of care, and patient satisfaction of the brand. The multibrand strategy uses different brand names for each of its products. For example, Johnson & Johnson has various product lines which have their own brand name such as consumer health products, medical devices, and pharmaceutical products (http://www.jnj.com/). The purpose of this type of strategy is to attract and influence diverse market sections (Berkowitz, 2011). The reseller strategy is used when; one company purchases products from other companies and sells the products under their company name because they do not have the ability to manufacture the products themselves. Last, with

    Read More

  • Personal Branding Concept Essay

    1478 Words  | 3 Pages

    Branding is a critical component to a customer’s purchasing decision. These days, customer complaints and opinions are online and viewable through a simple search, on either Google or social networks, such as face book, instagram, what’s up and twitter. There is no hiding anymore; transparency and authenticity are the only means to survive and thrive in this new digital kingdom.

    Read More

  • Mision, Vision and Intent of Masco Cabinetry

    1001 Words  | 3 Pages

    Sarkar, A. N., & Singh, J. (2005). New paradigm in evolving brand management strategy. Journal of Management Research, 5(2), 80-90. Retrieved from http://search.proquest.com/docview/237238894?accountid=28644

    Read More

  • Lemonade Stand

    900 Words  | 2 Pages

    Another reason why branding your company is a good idea, is it can help with marketing efforts. The company can build a very excellent reputation and people can associate your brand name with positive things. Mission statements

    Read More

  • Strategic Private Labeling: A Retailer's Guide for Success

    720 Words  | 2 Pages

    This strategic approach to Private Label allows Retailers to establish overall corporate strategies, including some basic tactical strategies. It gives Retailers the ability to create target shares and tactical results based on how the private label brand performs within different categories.

    Read More

  • Branding, Pricing, and Distribution: Home Depot

    1572 Words  | 4 Pages

    A brand is utilized by a company to differentiate its products from others in the market. Some techniques for accomplishing this are through the use of distinguishing logos, names, color schemes, and slogans. An effective branding strategy is one of the most important components for gaining a significant advantage in a progressive market. Basically, a company brand is its promise to its customers about what can be expected from its product and how it differentiates from the competitors. The branding strategy is the part of the marketing plan that explains how and to whom the company proposes on conveying its brand messages. It will also explain where the company plans to advertise and what it will publicize both visually and verbally (Williams, 2013). Home Depot’s marketing plan will contain domestic and global branding strategies and will be a collaboration of brand messages from both Home Depot and Reach the Top®.

    Read More

  • Product Market Expansion Strategy In The Apple Inc.

    1713 Words  | 4 Pages

    This strategy is very much about the business which is carried out as usual. In this strategy the marketer is focusing on both the product and the market opportunity.

    Read More

  • Samsung Revenue Essay

    730 Words  | 2 Pages

    A product is a service or item that is offered to the customer to fulfilled their requirements and needs. A brand portfolio is used to include all entities when a large organisation run under various and numerous brands, services and company. Typically, each of the brands possesses a separate trademark and manage as a single business entities. Samsung is a huge company and produce various products with creative and interesting design and sizes, therefore customer has numerous choices. Samsung brand portfolios is Samsung Electronics Co.Ltd, SDI Co.Ltd, Electro-Mechanics Co.Ltd, Techwin Co.Ltd, Heavy Industries Co.Ltd and Security Co.Ltd. All those products had been offered to the multinational company and the world. Every Samsung brand is regulated

    Read More

  • The Holland and Barrett Brands

    1792 Words  | 4 Pages

    Branding; - branding is the process of creating name, image or logo for the product in consumers mind through advertising theme. In H&B branding gives the ability customer to recognise them through their business name, design and healthy products. The benefit of branding in H&B is customers are likely to remember their products and their strong images and their colourful colour of the store to recognise them. Other benefit of branding for H&B is it serves convenient container for reputation and good will. Loyalty when customers have experience with brand and customers are likely to buy their products again.

    Read More

  • Compare And Contrast 4ps And Value Approaches To Marketing

    722 Words  | 2 Pages

    Product. Companies that follow this approach try to create a consumer product or service that is supposed to be unique or better than that of the competitor 's. Uniqueness or some upgrades in the product were believed

    Read More

  • Essay On Branding

    761 Words  | 2 Pages

    Today's modern concept of branding grew out of the consumer packaged goods industry and the process of branding has come to include much more than just creating a way to identify a product or company. Branding is used to create emotional attachment to products and companies. Branding efforts create a feeling of involvement, a sense of higher quality, and an aura of intangible qualities that surround the brand name, mark, or symbol.

    Read More

  • Essay On Marketing And Branding

    554 Words  | 2 Pages

    Branding and marketing are both buzzwords that to the uninitiated seem interchangeable. After all, they’re both methods businesses can use to increase their profits and productivity. Despite this end goal, there are subtle differences in how and why the tactics are used.

    Read More

More about Branding Strategy: Branding Strategies

Open Document