Branding Strategy of Domino's Australia For Its Product and Service Offers
BRANDING STRATEGY OF DOMINOS AUSTRALIA FOR ITS PRODUCT/SERVICE OFFERS
Table of Contents
Introduction 3
Individual Branding Strategy 3
Family Branding Strategy 3
Identifying the Branding Strategy of Dominos Australia with Justification for Adopting Such Branding Strategy 4
Conclusion 4
Reference List 6
Introduction
According to Kotler and Keller (2015), branding strategies are essential for the firms to identify their businesses among the customers in way that differentiate them from other firms for gaining competitive advantages. Therefore, it is very important for the firms to recognize their branding requirements and to implement the most effective branding strategies as per their industry and competitor analysis. Individual branding and family branding strategy are the most useful marketing tactics that most of the leading companies are following. The current study evaluates and justifies whether Dominos Australia is using an individual product branding strategy or a family branding strategy.
Individual Branding Strategy
According to Bang and Joshi (2010), the individual branding strategy involves giving different brand identity for each product or service, considering the requirements of different segments. The main aim of the individual branding strategy is to develop unique brand identity for each product or service. The strategy enables the company for positioning their products or services more effectively. Additionally, the chances of decreasing marketing reputation due to failure of products or services are very low. However, the firms have to invest additional efforts and costs for implementing and managing individual branding (Zahay and Griffin, 2010). Companies such as Coca-Cola and Unilever are mostly implementing the individual branding strategy.
Family Branding Strategy
Bennett (2010) defined family branding strategy as one of the effective marketing strategies for the firms that involve introducing wider range of products using the same
Table of Contents
Introduction 3
Individual Branding Strategy 3
Family Branding Strategy 3
Identifying the Branding Strategy of Dominos Australia with Justification for Adopting Such Branding Strategy 4
Conclusion 4
Reference List 6
Introduction
According to Kotler and Keller (2015), branding strategies are essential for the firms to identify their businesses among the customers in way that differentiate them from other firms for gaining competitive advantages. Therefore, it is very important for the firms to recognize their branding requirements and to implement the most effective branding strategies as per their industry and competitor analysis. Individual branding and family branding strategy are the most useful marketing tactics that most of the leading companies are following. The current study evaluates and justifies whether Dominos Australia is using an individual product branding strategy or a family branding strategy.
Individual Branding Strategy
According to Bang and Joshi (2010), the individual branding strategy involves giving different brand identity for each product or service, considering the requirements of different segments. The main aim of the individual branding strategy is to develop unique brand identity for each product or service. The strategy enables the company for positioning their products or services more effectively. Additionally, the chances of decreasing marketing reputation due to failure of products or services are very low. However, the firms have to invest additional efforts and costs for implementing and managing individual branding (Zahay and Griffin, 2010). Companies such as Coca-Cola and Unilever are mostly implementing the individual branding strategy.
Family Branding Strategy
Bennett (2010) defined family branding strategy as one of the effective marketing strategies for the firms that involve introducing wider range of products using the same