Mixed branding
Q13. Discuss the scope of mixed branding.
Ans.
Definition: Mixed Branding is where a firm markets products under its own name and that of the reseller(s) because the segment attracted to the reseller is different than its own market.
Eg. The company sells its Elizabeth Arden brand through department stores and a line of skincare products at Wal-Mart with the "Skinsimple" brand name.
Stratergies:
When promoting a brand, companies sometimes choose to follow a multiproduct branding strategy, similar to automakers Ford and Toyota. In this regard, a company's name is an umbrella brand for all its products. Coca-Cola, Apple and Intel have focused their energies on branding their corporate names and images rather than individual products. Grocery chains and big-box retailers use private-label branding to attract value-conscious customers.
Advantages:
Companies use branding to differentiate their products based on value, quality and other attributes.
A positive brand image creates a halo effect that affects existing products and makes it easier to introduce new products. The "Intel Inside" campaign, for example, was designed to brand all Intel microprocessors as high-performance and high-quality products.
Apple has followed a somewhat different route because it relies on its corporate name and unique product brands.
A mixed-branding strategy can leverage a company's reputation for innovation to carve out profitable market niches, such as Apple's Mac computers for graphics-intensive operations, while developing entirely new markets, examples of which would be iPods and iPads. Kraft consumers know they are getting a quality food product, which makes it easier and more cost-effective for Kraft to introduce and gain consumer acceptance for new products.
Disadvantages:
The main disadvantage of branding is the high advertising and related public relations costs.
Establishing a local or international brand requires years of sustained advertising,
Ans.
Definition: Mixed Branding is where a firm markets products under its own name and that of the reseller(s) because the segment attracted to the reseller is different than its own market.
Eg. The company sells its Elizabeth Arden brand through department stores and a line of skincare products at Wal-Mart with the "Skinsimple" brand name.
Stratergies:
When promoting a brand, companies sometimes choose to follow a multiproduct branding strategy, similar to automakers Ford and Toyota. In this regard, a company's name is an umbrella brand for all its products. Coca-Cola, Apple and Intel have focused their energies on branding their corporate names and images rather than individual products. Grocery chains and big-box retailers use private-label branding to attract value-conscious customers.
Advantages:
Companies use branding to differentiate their products based on value, quality and other attributes.
A positive brand image creates a halo effect that affects existing products and makes it easier to introduce new products. The "Intel Inside" campaign, for example, was designed to brand all Intel microprocessors as high-performance and high-quality products.
Apple has followed a somewhat different route because it relies on its corporate name and unique product brands.
A mixed-branding strategy can leverage a company's reputation for innovation to carve out profitable market niches, such as Apple's Mac computers for graphics-intensive operations, while developing entirely new markets, examples of which would be iPods and iPads. Kraft consumers know they are getting a quality food product, which makes it easier and more cost-effective for Kraft to introduce and gain consumer acceptance for new products.
Disadvantages:
The main disadvantage of branding is the high advertising and related public relations costs.
Establishing a local or international brand requires years of sustained advertising,