Branding strategy Product strategy

National brands: Individual brand strategy A National Brand Organization has two brand name options An individual brand strategy A family brand strategy An Individual Brand is a means of identifying each product in a company’s product mix with its own name This brand name strategy is common among large grocery product manufacturers such as Proctor & Gamble and Kraft Canada While these companies make a number of different products, they give each product line an individual brand

National brands: Individual brand strategy Kraft Individual Brands Rice: Minute Rice Whipped Cream: Dream Whip Breading: Shake and Bake Gelatin: Jell-O Proctor and Gamble Individual Brands Mouthwash: Scope Deodorant: Secret Toothpaste: Crest

National brands: Individual brand strategy Often, a marketing organization operates in several market segments of a product category This strategy is known as the multibrand strategy In this strategy, each brand must advertise to create its own individual image and can sometimes compete against itself even though all the money goes to the same place Example: Unilever and Tea Unilever has many tea brands despite being the same company Brands include Red Rose, PG Tips, Salada, and Lipton Tea Although these brands compete with one another, all the money goes to the same place

NATIONAL brands: family brand strategy A family brand exists when the same brand is used for a group of related products Family brands are often used as they are usually steeped in tradition and quickly come to mind as they have been in the market for a long time Examples Heinz Campbell Quaker Christie

NATIONAL brands: family brand strategy Product Family In this case, a group of products holds its own family name Examples: Jell-O, Post Cereal, Tylenol… Company Family Here, the brand name is also the company name Examples: Heinz (Ketchup, juice, sauce…), Nike (Footwear, Hockey Equipment, Clothes,…), Sony (Walkman, Erikson, PlayStation…) Company and Product Family In this case the marketing organization combines both the company and the name Examples: Company: Campbell's Product: Chunky Soup = Campbell’s Chunky Soup (Flavour) Company: Ford Product: Focus = Ford Focus (Type)

NATIONAL brands: family brand strategy Advantages When a promotional expenditure is done for one product, all companies get exposure due to the shared brand name New products get a reputation immediately as they carry the brand name that comes with a existing reputation Example: Pfizer Healthcare created a white strip to compete with other dental companies, in order to give the company more credit they used their existing company Crest to give it more credibility Disadvantages Failure or poor quality of a single product brings down the credibility of the whole family brand

Co-branding Co-Branding occurs when a company uses another brand to benefit both of the companies Example: Wendy’s and Tim Hortons Started in 1995 Both companies need same utilities Shared cost, but got more customers from one another Example: Nestle and Breyers By creating ice-cream flavors using Nestle brand flavors, Breyers sold more ice cream and Nestle sold more candy as Breyers needed it to make their dessert