1. How to use your Brand to increase sales and maximize profits
Branding Strategies
How to use your Brand to increase sales and maximize profits

2. Branding Strategies
So, we now know that companies and products can be identified through branding
ie. trade names, brand names, brand marks, and trade characters
…how can these be used to a companies benefit?

3. Branding Strategies Each of these strategies can be used if a
company has a strong (recognized) brand:
Brand Extension
Brand Licensing
Co-Branding
Mixed Branding

4. Brand Extension
Uses an existing brand to improve or add a new product to a product line.

5. Brand Extension Advantage: Reduce the risk of failure with
recognized name.
Disadvantage:
Risk diluting brand by stretching to
have too many products or varieties

6. Brand Licensing
Legal authorization by a trademarked brand owner to allow another company to use its brand, brand mark or character for a fee.

7. Brand Licensing Licensing should be carefully done…
Licensed products must always parallel and support the core product’s marketing strategy.
(Don’t just give to anyone)

8. Co-Branding
Combines one or more brands to increase customer loyalty and sales for EACH individual brand.

9. Co-Branding Both companies’ brands complement each other
Works well IF…
Both companies’ brands complement
each other
each brand receives equal billing in ads
provides customer benefits to the
arrangement

10. Mixed Brands
One company offers both a national, private, and/or generic brand.
National
Generic

11. Mixed Brands
Allows business to reach several target markets, while maintaining brand loyalty
Maximize profits without damaging the reputation and the sales of its national brand product.