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)

people don't know what you stand for

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)

Co-branding

Two or more companies add their names to the product

e.g. HP, Intel, Microsoft (computer)

Private or own label brand

Firm which is the main manufacturer of the product will also produce similar product for the retailer

e.g.Heinz baked beans or coca cola (quality conscious), sells to Tesco, Sainsbury, Aldi (price conscious)

Generic brands

These are product with no brand name

e.g. medicine

Threats to a brand

competition

copywriting infringements (fakes)

generic names e.g.hoover: vacuum cleaner, Xerox: photocopy, Google: information site, Kleenex: paper tissue