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Umbrella branding (also known as family branding) is a marketing practice involving the use of a single brand name for the sale of two or more related products. [ 1 ] [ 2 ] Umbrella branding is mainly used by companies with a positive brand equity (value of a brand in a certain marketplace). [ 3 ]
Commercials are aired on television around a message thanking all the "moms". In addition, each of their products is associated with the brand "PG" in advertisements for products. A recent example of brand architecture in action [6] is the reorganization of the General Motors brand portfolio to reflect its new strategy. Prior to bankruptcy, the ...
Individual branding, also called individual product branding, flanker brands or multibranding, is "a branding strategy in which products are given brand names that are newly created and generally not connected to names of existing brands offered by the company."
Branding, a key aspect of the product management, refers to the various methods of communicating a brand identity for the product, brand, or company. [60] Pricing This refers to the process of setting a price for a product, including discounts. The price need not be monetary; it can simply be what is exchanged for the product or services, e.g ...
For example, variables such as brand image, brand personality, brand attitude, brand preference are nodes within a network that describes the sources of brand-self congruity. In another example, the variables brand recognition and brand recall form a linked network that describes the consumer's brand awareness or brand knowledge. [43]
Place branding (includes place marketing and place promotion) is a term based on the idea that "cities and regions can be branded," whereby branding techniques and other marketing strategies are applied to "the economic, political and cultural development of cities, regions and countries."
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Personal branding offers promises of increased success in the business world. Thousands of self-help books, programs, personal coaches, and articles exist to help individuals learn to self-brand. These strategies emphasize authenticity and are often framed as becoming 'more of who you are' as well as who 'you were meant to be.' [35]