Posts Tagged 'brand'

Brand: establishment

Brand is a name, term, sign, symbol or design - or a combination thereof - that identifies the manufacturer or seller of a product or service.

The consumer has the brand as part as an important part of the product and the establishment of the brand can add value to a product. Establishing brand has become so powerful that today almost nothing is sold without it.

The brand name helps consumers identify products that can benefit them. They also say something about the quality of a product - features, benefits and quality.

Brand strategy

There are four brand strategy for a company, line extensions (existing brand names extended to new shapes, sizes and flavors of a product category), brand extensions (existing brand names extended to new categories of products), multi ( added new brand names) or new brands (new brand names in new categories of products).

Figure from the book Principles of Marketing, Kotler's

Brand combined

Occurs when known brand names of different companies appear in the same product. In most enterprises marks a combined company licenses a well-established brand from another company to use in combination with one of their own brands.

The combination of brands offers many advantages. Since each one is dominant in different categories, combined they create a greater consumer appeal and heritage value. Also allow a manufacturer to extend the reach of its brand to a category that would have difficulty entering alone.

X brand manufacturers own brands

A company has four options as to the sponsorship of a brand: use a manufacturer's own brand, selling to dealers who use their own brand (retail brand or private label), trade marks or use a licensed brand combined with another company.

Establish their own brands can be difficult and the cost of holding inventory is high and promotion. However, they yield higher profit margins for dealers and give them unique products that competitors can not offer, resulting in increased traffic in the stores and more faithfully.

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