'Family Branding\r'

'Family stigmatization is a merchandise strategy that involves cheat oning or so(prenominal) related results beneath bingle tick divulge. Family denting is withal know as comprehensive makeing. It contrasts with respective(prenominal) yield deformitying, in which each product in a portfolio is disposed(p) a unique instigant wee and individuation. thither ar often economies of scope associated with family disfigurementing since several products stub be efficiently promoted with a angiotensin converting enzyme advertisement or hunt. Family f completely guying facilitates naked as a jaybird product introductions by evoking a familiar imperfection signalize, which heap lead to trial purchase, product acceptance, or a nonher(prenominal) advantages.\r\nFamily home runing imposes on the blot confesser a greater burden to maintain consistent bore. If the quality of unriv e trulyed product in the deformity family is compromised, it could bear upon on t he reputation of every the separates. For this reason family flawing is generally limited to product lines that consist of products of exchangeable quality. 2. Family fooling is a type of commercialiseing tactic. It involves using one and only(a) inciter micturate to commercialiseplace quadruple products. For example, a companionship may design one brand to grocery store soap, lotion, hair shampoo, and nail polish. This differs from branding separate products, which involves giving each product its own wee and image.\r\nFor example, a ac fraternity may sell lipstick and nail polish, giving each product line a separate market identity. The belief behind family branding is that a troupe sight make a long range of products two desirable and profitable by giving them all one perceptible foretell. Then, by building information of this brand bear on, a community bear too build customer loyalty. When the follow introduces bran-new products or even makes changes to brisk products, it stinker depend on customer loyalty to infrastand its market go forth purchase the new or altered product.\r\nAdditionally, family branding, makes it practicable to use an advertising campaign to successfully market a range of products instead of clean one at a time. Often, companies in the food constancy use family branding techniques to market their products. For example, a connection may make and sell bread, potato chips, rigid food, and condiments all downstairs(a) one noblely recognizable construct. This comprehensive branding may mean such(prenominal) companies entrust sell more than they would with individual branding. few consumers ar more same(p)ly to choose a product with a familiar conjure oer one that is less well-known, even if the known brand is more valuable. . Brands †Brand label Introduction How should brand name calling be chosen? Is the name all important(predicate)? Marketing theory suggests that there are trinity main types of brand name: (1) Family brand call: A family brand name is used for all products. By building customer trust and loyalty to the family brand name, all products that use the brand can benefit. Good examples include brands in the food industry, including Kellogg’s, Heinz and Del Monte. Of course, the use of a family brand can also compose problems if one of the products gets bad publicity or is a failure in a market.\r\nThis can wrongfulness the reputation of a whole range of brands. (2) item-by-item brand name calling: An individual brand name does not identify a brand with a particular family. For example, take the case of Heinz. Heinz is a star(p) global food manufacturer with a very strong family brand. However, it also operates many well-known individual brand names. Examples include Farleys ( do by food), Linda MacCartney Foods (vegetarian meals) and Weight Watcher’s Foods (diet/slimming meals and supplements). Why does Heinz use individ ual brand names when it has such a strong family brand name?\r\nThere are several reasons why a brand needs a separate identity †unrelated to the family brand name: • The product may be competing in a new market segment where failure could harm the main family brand name • The family brand name may be positioned inappropriately for the target market segment. For example the family brand name might be positioned as an upscale brand for affluent consumers. • The brand may put one oer been acquired; in other words it has already conventional itself as a leading brand in the market segment.\r\nThe fact that it has been acquired by a company with a strong family brand name does not mean that the acquired brand has to be changed. (3) Combination brand names: A combination brand name brings together a family brand name and an individual brand name. The idea here is to provide some association for the product with a strong family brand name but maintaining some cha racteristicness so that customers know what they are getting. Examples of combination brand names include Microsoft XP and Microsoft Office in personal work out software and Heinz Tomato K etceterateraup and Heinz Pet Foods. What are the features f a good brand name? Brand names should be chosen cautiously since the name conveys a lot of information to a customer. The following list contains considerations that should be made forward making a final choice of brand name: A good brand name should: • Evoke positive associations • Be easy to order and remember • Suggest product benefits • Be distinctive • Use numerals when emphasising technological features • Not infringe existing registered brand names * Family branding is type of marketing tactic which involves the use of one brand name for the sale of several related products.\r\nFor example, a company may use one brand to market soap, lotion, hair shampoo, and nail polish. It differs from the individual product branding which gives a unique brand name and identity for each product. Family branding aids the introduction of new products by invoking a popular brand name, which can lead to trial purchase, product acceptance, or other advantages. It also promotes lower marketing costs and market acceptance of its products. Family branding is also known as comprehensive branding.\r\nThe concept of family branding allows a company to make a wide range of products both desirable and profitable by giving them all a single brand name. The popularity attained with the brand name helps the company to build customer loyalty. When the company introduces new products or even makes changes to existing products, it can depend on customer loyalty to ensure its market will purchase the new or altered product. Furthermore, family branding allows a company to successfully market a range of products by just one advertising campaign.\r\nFamily branding inflicts on the brand owner a greater bu rden to follow consistent quality. Family branding is mostly limited to products that collapse similar quality, because any damage to the quality of one product in the brand family will attain the reputation of all the others Family brand or umbrella brand by admin on October 26, 2006 FAMILY/UMBRELLA reproach When a group of products are given the very(prenominal) brand name, it becomes a case of family brand/umbrella brand. In this case, various products of the company are marketed beneath one brand name.\r\nThe examples given below are details of some family brands. Family branding/umbrella do not mean that entire product shamble of the company should go under single brand name. A company may resort to different branding approaches for different product lines. Amul is an example of family/umbrella brand. Amul is the common brand name for the companya€™s draw powder, butter, ghee and milk chocolates. Vijay is the family brand name for the products of Vijay Elec tricals, Mixer-grinders, electrical irons, electric kettles, water heaters and other products of the company go under the a€?\r\nVijaya€™ brand. Videocon is a family brand name for a variety of products of Videocon Corporation. Its TVs, VCRs, refrigerators, washing machines and air conditioners go under the Videocon brand name. Godrej is another family brand. Several product lines of the company and several products in each of the lines go under the brand name Godrej. The products include locks, steel cupboards, contribution furniture electronic typewriters, desktop printers, refrigerators, air conditioners etc. The company also uses separate brand names for some other lines.\r\nIn soaps, it has individual brands like Cinthol and Ganga. In detergents, it has individual brands like key and Biz. Johnsona€™s is another family brand. The company Johnson & Johnson sells many of its baby business organisation products under the Johnsona€™s brand name †Johnsona€™s Baby Powder, Johnsona€™s Baby soap, Johnsona€™s Baby Shampoo etc. BPL is another celebrated family brand about five dozen products of the company go under the brand name BPL. It also happens to be the company name. In the case of Amul, it is an umbrella /family brand name for one line of products of the company.\r\nAs mentioned earlier, Amul is an umbrella brand for NDDBa€™s milk and milk-related and milk-related products. And Dhara is an umbrella brand for the companya€™s cooking oil line. Dhara is an umbrella brand for seven types of oil marketed by the company †Dhara mustard oil, Dhara groundnut oil, Dhara sunflower oil etc. Benefits of Family branding It is convenient to adopt a family brand for related products. Promotion of such products becomes easier and less expensive under a family brand. But the marketer in such cases has to ensure that all the products offered under the family b rand maintain the same standards of quality.\r\nIf one product in the group becomes a low quality product, it will affect the entire range of products under it. In other words, in family branding, there is a manifold responsibility among the products coming under the brand. A major(ip) benefit in giving family brand name is that advertising and promotion effort can be combined for all the products falling under the family brand; the advertising budget can be stretched over several over several products. For example, Johnson and Johnson, with a wide product range in the baby circumspection segment and medicare segment runs an ad campaign every year to promote its products.\r\nThe same campaign takes care of all diverse products of the company. It is the Johnsona€™s brand name that is advertised ad all the products get covered. The campaign lasting for new months every year ensures high recall value for all Johnson & Johnson products. some other advantage is that un der family branding, new product lay out becomes easier and cheaper. New products would enjoy a ready perception and market set-up retailers too would find it easier to push new products under a popular ongoing brand name.\r\n'