Brand Name Strategies

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Brand Name Strategies

• Brina Cissell
• November 14, 2005

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Deciding on Brand Name

• Suggest something about the products benefits
• Suggest product qualities
• Easy to pronounce
• Distinctive
• Not carry poor meaning in other countries

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Types of Brand Name Strategies

• Individual Names
• Blanket Family Names
• Separate Family Names
• Company Trade Name with Individual Product Names

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Individual Names

• Firm does not tie its reputation to the products
  that it produces.
• The companies image is not hurt if the product
  fails or seems low quality

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Individual Names
General Mills consists of 37 different well known
brands within the firm.
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Blanket Family Names

• Family brand names involve the opposite
  strategyincluding 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.

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Blanket Family Names
Campbell's Healthy Request soupsCampbell's
Kitchen Classics soupsCampbell's Microwavable
SoupsCampbell's Select soupCampbell's
GraviesCampbell's SpaghettiOs pasta
Campbell's Carb Request soupsCampbell's
Chunky soups Campbell's Condensed
soupsCampbell's Kids soups
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Separate Family Names

• This strategy associates a strong corporate
  entity with a brand while maintaining the brand's
  individuality. If successful, it provides the
  advantages of both a family brand name and an
  individual brand name strategy.

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Separate Family Names
Allstate Hercules Cheryl Tiegs J.C.
Higgins Coldspot Pilgrim David Bradley  Roebucks D
iehard Silvertone Economy Toughskins Harmony House
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Company Trade Name with Individual Product names

• Product-line brand names involve a strategy
  midway between an individual brand name and a
  family brand name strategy. All brands within the
  product line have a common name. Product-line
  brand names are used when a company produces
  diverse product lines that require separate
  identification

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Company Trade Name with Individual Product names
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• Searching for a brand name is like searching for
  a wife there are lots of choices, but the best
  ones have already been taken
• The wit