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Endorsed brands, and sub-brands – For example, Nestle KitKat, Cadbury Dairy Milk, Sony PlayStation or Polo by Ralph Lauren. These brands include a parent brand—which may be a corporate brand, an umbrella brand, or a family brand – as an endorsement to a sub-brand or an individual, product brand. The endorsement should add credibility to ...
Marketers may increase the chance of success for a new product launch by using a sub-brand name and a parent brand name simultaneously. In the article by Howard Pong Yuen LAM and other co-authors, they report the successful case of using two brand names—dual branding strategy—by practitioners in China for the Minute Maid Orange Pulp juice drink launch:
From the line extension to brand extension, however, there are many different types of extension such as "brand alliance", [12] co-branding [13] [14] or "brand franchise extension". [15] Tauber (1988) suggests seven strategies to identify extension cases such as product with parent brand's benefit, same product with different price or quality, etc.
Each brand can serve consumers in a different way, i.e. brands can work on different markets or appeal to different consumers aims, wishes and so-called 'pains'; [4] The company's global reputation is not tied to products: the failure of one product will not affect the company's global reputation.
A conglomerate is a combination of multiple business entities operating in entirely different industries under one corporate group, usually involving a parent company and many subsidiaries. Conglomerates are typically large and multinational corporations that manage diverse business operations across various sectors.
Store brands are gaining popularity among consumers. They reached a record $199 billion in sales across all major retail channels in 2021, according to the Private Label Manufacturers Association....
Shoes.com is changing hands again — this timing joining the Designer Brands Inc. family. In a statement sent to FN today, the DSW parent company said it has acquired “the key strategic retail ...
American Eagle Outfitters is the parent company of Aerie, Unsubscribed and Todd Snyder. [4] American Eagle retails jeans, polo shirts, graphic T-shirts, boxers, outerwear, and swimwear. American Eagle targets male and female university and high school students, although older adults also wear the brand.