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Individual branding is the most effective when a company offers numerous unconnected commodities, which vary in quality and price and target different market segments. It is also useful when introducing a new, high-risk product to the market, in order to manage risks to existing brands if the new product should fail. [ 3 ]
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 ...
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 ]
4. Oreos. The off-brand Oreos don't seem to know what they're aiming for. Still, they try. And in these increasingly expensive times, some of them are the only way to attempt to satisfy an Oreo ...
Unlike brand recognition, brand recall (also known as unaided brand recall or spontaneous brand recall) is the ability of the customer retrieving the brand correctly from memory. [11] Rather than being given a choice of multiple brands to satisfy a need, consumers are faced with a need first, and then must recall a brand from their memory to ...
Some individual brand marks have been in continuous use for centuries. The brand Staffelter Hof, for example, dates to 862 or earlier and the company still produces wine under its name today. The granting a royal charter to tradesmen, markets and fairs was practiced across Europe from the early medieval period.
There are some good examples of the use of product family engineering, which were quite successful. The abstract model of product family engineering allows different kinds of uses, most of them are related to the consumer electronics market. Below an example is given of an application of the product line engineering process, based on a real ...
Family affects audiences at the psychological level, the level at which advertising is most effective. [9] Personal persuasion appeals to one's demographic identity or consumer behaviors. The family is persuasive because although a family may make a purchase decision as a unit, one family member may make most of its buying decisions. [10]