Branding Strategy Levels (8) Flashcards
There are different ______ by which a company can choose to brand.
levels/strategies
What are three levels by which a company can choose to brand?
Individual Branding Umbrella Branding sub-branding
What is umbrella branding?
a single brand identity that spans or covers multiple products.
What is another name for an individual branding strategy?
house of brands strategy
In an individual branding strategy, sometimes called a house of brands strategy, a company brands each product ___________
individually Each product has a different name and each has a different brand strategy.
What is the benefit of an individual branding strategy?
The benefit of such a strategy is that the company can market to very different segments with distinctly different brands to fit each segment.
The benefit of an individual branding strategic is that the company can market to very different _________ with distinctly different brands to fit each segment.
segments Each product can have its own brand associations. The company can also offer a wide range of products at different price points and quality levels.
An individual branding strategy helps the company manage ______
risk
How does individual branding help companies manage risk?
when one product gets negative press, there is not as much of an effect on the other brands owned by the company because the public sees them as distinctly different entities. A company can also easily sell off one of the brands as it has its own self-contained brand independent of the company.
What is an example of a company that uses individual branding?
Take the company Procter and Gamble. It owns both the Old Spice aftershave and Secret deodorant brands. Those two products are branded very differently and independently of each other. They are able to target very different markets, and very few people, if any, associate them as related products or brands.
What is the downside to individual branding?
A downside to this strategy is cost. Advertising and building brand associations costs money, and building a brand for each separate product is expensive. The company does not get the benefit of economies of scale in advertising and promotion for branding.
______ and building ______ associations costs money, and building a brand for each separate product is _______
Advertising, brand, expensive
What are two other names for umbrella branding?
family branding, branded house
What is umbrella branding?
In this strategy, marketers brand an entire group of products either at the institution level or at the level of a group (family) of products.
In umbrella branding , marketers brand…
an entire group of products either at the institution level or at the level of a group (family) of products.