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  2. Umbrella brand - Wikipedia

    en.wikipedia.org/wiki/Umbrella_brand

    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 ]

  3. Product lining - Wikipedia

    en.wikipedia.org/wiki/Product_lining

    The number of different categories of a company is referred to as width of product mix. The total number of products sold in all lines is referred to as length of product mix. If a line of products is sold with the same brand name, this is referred to as family branding. When you add a new product to a line, it is referred to as a line ...

  4. Small Business Branding: A Complete Guide - AOL

    www.aol.com/small-business-branding-complete...

    In fact, 99.9% of all businesses in the United States are small businesses, and so, with that much competition, you need to stand out. And you stand out by having a distinctive brand.

  5. Brand architecture - Wikipedia

    en.wikipedia.org/wiki/Brand_architecture

    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 company pursued a corporate-endorsed hybrid brand architecture structure, where GM underpinned every brand.

  6. Individual branding - Wikipedia

    en.wikipedia.org/wiki/Individual_branding

    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." [1] Each brand, even within a same company, has a unique name, identity and image ...

  7. Co-branding - Wikipedia

    en.wikipedia.org/wiki/Co-branding

    Co-branding is a marketing strategy that involves strategic alliance of multiple brand names jointly used on a single product or service. [1]Co-branding is an arrangement that associates a single product or service with more than one brand name, or otherwise associates a product with someone other than the principal producer.

  8. Brand management - Wikipedia

    en.wikipedia.org/wiki/Brand_management

    Brand equity Within the literature, it is possible to identify two distinct definitions of brand equity. Firstly an accounting definition suggests that brand equity is a measure of the financial value of a brand and attempts to measure the net additional inflows as a result of the brand or the value of the intangible asset of the brand. [48]

  9. AOL Mail

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    Get AOL Mail for FREE! Manage your email like never before with travel, photo & document views. Personalize your inbox with themes & tabs. You've Got Mail!

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