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Brand Names and Brand Strategy Part 2 Tweet

Family Brand or Umbrella Brand

As the name suggests family or umbrella branding uses one of the family names belonging to the organisation that owns the product. Examples of family branding are Kelloggs Cereals and Heinz Foods. The advantage to family branding is

• That the new product, benefits from the good will and equity linked to the family or umbrella brand.
• The organisation has the option to consolidate promotional activities into promoting the family brand rather than individual products.

The disadvantage to umbrella branding is that any negative publicity generated by the new product could affect the other products using the family brand.

Combined Brand Name

A popular strategy involves the organisation combing the already established family name with a new individual brand name. The idea is to use the reputation of the established family or company name to launch a new associated product. For example Nestle may use their family name branding for wholegrain cereals to launch a cereal bar.

Co-Branding

Co-Branding is when a product is labelled with more than one brand. This may happen when

 

• The product manufacturer would like to highlight the fact that the product is recommended by another company e.g. Water softener Calgon is recommended by AEG, Bosch, Electrolux, Siemens, Whirlpool, Zanussi.

• The product manufacturer would like to highlight the components (which are produced by other companies ) used in the product e.g. bicycle manufacturers using brakes and gears carrying Shimano branding, suspension forks carrying labelled with the Suntour name. Product manufacturers believe that if they highlight quality or popular product parts used in their product it will promote sales.

The idea behind co branding is to promote both brands by convincing the consumer that both products are quality products which an external organisation is happy to associate with their product. Co-Branding should also increase brand awareness as it increases the number of occasions that the consumer comes into contact with the product.

 

 

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