Branding and types
Family Branding; Is where an organization uses its strong name and reputation to launch new products under the umbrella of one of its existing brand. This can help sales early on as the products automatically have the associations of the existing brand. Example; Apple: Apple works under a family branding strategy. The brand name and recognizable logo for Apple makes it easy for consumers to find and identify Apple products. Using the same logo and brand, Apple markets computers, phones, accessories, music players and tablets. Zara; Zara which is known for its fashionable clothing line, uses the same brand name to produce products such as perfume and furniture. Virgin; Also using the same brand name and logo to offer products such as Laptops, ...view middle of the document...
Procter & Gamble; Owns many brands in numerous markets such as, Always; A brand for feminine care products, Gillette; A brand of safety razor and male grooming products, Head & Shoulders; A brand of anti-dandruff shampoo and conditioners and many Others.
Company Branding; Is using the same logo and brand name to produce products in different industries. Example; Zara: Zara, known as the clothing shop, recently decided to use the same logo and brand name to open up a shop in the furniture industry. An industry that has no link to the clothing industry. Apple; Apple also uses the same logo and brand name to manufacture products in different industries. For example, phones, tablets, accessories etc. Virgin; Virgin uses the same brand name to enter and produce products in various different industries that don’t even slightly link. For example, Books, clothes, phones, Holidays and so on.
Own-label Branding; It is when retailers brand products under their own names. Example; Carrefour; A well know supermarket that Produces own label goods. Such as, sweets, beauty products, frozen food and so on. Tesco; Offers own label food and drinks ranges in the categories; Tesco value, Tesco healthy eating, Tesco kids, Tesco organic and Tesco finest. Metro; Also, a large supermarket that uses own-label branding strategy in producing own labeled products.
Manufacturers' Brands; These are brands created by the producers rather than the distributors of a product. Example; Levi's jeans; Levi's jeans are reliant on other businesses for the distribution of their products, such as the iconic 501 jeans.
Global Branding; As barriers to international trade fall and transport links improve, the world is getting smaller. As a result, many multinational companies try to set up global brands that can compete across borders. Examples; Nike and Adidas.