• Individual brand names can be used to establish brand identification without reference to an integrated product line or to the corporate name. Each brand is sold individually and stands or falls on its own. Family brand names involve the opposite strategy—including the firms' total product mix under one family name. The corporate name, rather than the brand name, is emphasized in order to leverage the high-quality name of the organization. This can reduce advertising and marketing costs. A brand is a name, symbol, or other feature that distinguishes a seller's goods or services in the marketplace. More than 500,000 brands are registered globally with pertinent regulatory bodies in different countries. Brands serve their owners by allowing them to cultivate customer recognition of, and loyalty toward, their offerings. Brands also serve the consumer by supplying information about the quality, origin, and value of goods and services. Without brands to guide buying decisions, the free market would become a confusing, faceless crowd of consumables. An established and respected brand can be the most valuable asset a company possesses. Brands have been used since ancient times. For example, people burned singular designs into the skin of their livestock to prove ownership, while potters and silversmiths marked their wares with initials or other personal tags. But it is only since the second half of the nineteenth century that branding evolved into an advanced marketing tool. The industrial revolution, new communication systems, and improved modes of transporting goods made it both easier and more necessary for companies to advertise brands over larger regions. As manufacturers gained access to national markets, numerous brand names were born that would achieve legendary U.S. and global status. Procter and Gamble, Kraft, Heinz, Coca-Cola, Kodak, and Sears were a few of the initial brands that would become common household names by the mid-1900s. Before long, legal systems were devised to recognize and protect brand names, and branding was extended to services—such as car repair—as well as products. Thus the brand concept moved into the forefront of modern advertising strategy.
  • Family branding is a marketing strategy that involves selling several related products under one brand name. i.e. RELIANCE sells mobiles phones,grocery,petroleum etc.
    • Wenso
      Well said...
  • Family branding (or Umbrella branding) is a marketing technique that includes a single brand name for sale of two or more similar products. It is particularly used by the organizations with a positive brand impartiality eg: grocery, smartphones, clothes, appliances etc.

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