Family Branding A number of products under one existing brand Can use one advertisement for all products Bad publicity for one product can affect all products e.g. : home entertainment, mobile phones, home appliances, air conditioning

Product Branding A business assigns a new brand name to each product Easier to divest products when necessary Increased advertising costs e.g. : Ben & Jerry’s, Persil, Dove

Company Branding A type of family branding: the use of a company’s name to create brand recognition and loyalty One advertisement can promote entire product range Products may not be treated individually e.g. : advertises brand, not individual products

Own Label Branding Retailers (distributors) brand products under their own names. Very common in supermarkets. Economies of scope allow to retailers to charge less Often viewed as products of lesser quality e.g. : products often sit along side well known brands

Manufacturers’ Branding Created and owned by the producer’s of a good (as opposed to the distributors) Brand may be viewed as superior Customers may not recognize the brand e.g. : produces batteries for Dell, Apple and Lenovo laptops

Global Branding International Trade Barriers Falling + Transport Links Improving = Smaller World A smaller world makes it easier for MNCs to set up global brands, allowing them to compete across the world. Large amounts of money can be saved if the same advertisement can be rolled out worldwide (with some local ‘tweaking’).

Global Branding As people become more mobile and the Internet allows for easy and realistic global purchasing options, it is vital for MNCs to have a global identity and clear global brand. However, in become global identities, businesses must ensure they don’t lose touch with consumers – that is, campaigns mustn't be too generalized.

Careful! Language and cultural factors must be considered when operating in a global market… take a look at some of the global branding mishaps listed in your book…EEK! (pg 520)