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Brand names strategies (Threats to a brand (competition, copywriting…
Brand names strategies
Family branding
all the company products carry the company name and are all in the same product line (satisfy the same customer needs)
e.g Heinz, Kellogg's, Nivea
If one has a bad reputation, it can destroy everything (spread your risk)
Brand extensions
all the company's products carry the company name but in different product lines ( satisfy different customer needs)
e.g. Virgin (cosmetic, galactic,trains, aeroplane, gyms, cola)
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Multi-branding
all the company's products do not carry the company name but are all in the same product line (satisfy the same customer need)
e.g BMW, Coca cola (coke, sprite, fanta, 5 aliev, dasani)
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Threats to a brand
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generic names e.g.hoover: vacuum cleaner, Xerox: photocopy, Google: information site, Kleenex: paper tissue