1. Branding strategy
Product strategy

2. 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

3. 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

4. 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

5. 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

6. 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)

7. 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

8. 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