Branding strategies

Corporate dominant branding

Corporate dominant brands capitalize on the name of the incorporation which means it's the name of the manufacturing company

Example: Ford/Samsung/Harley Davidson/Nike/ L'oréal/ Tommy Hilfiger

Product dominant names

My eye color

Eye color

My hair color

Hair color

Definition

The product dominant names are words designed to be associative or they can be brand names made for a specific objective for creating an association

Examples

Coca-cola/ Haagen Däz/Dasani/Lux shower gel

Brand

Definition

Private labels/Distributor brands

Retailers

Walmart

Great value

Sobeys

Loblaws

Canadian Tire

No frills

Shopper's drug mart

Rationale for private labels

Price competitivity

No advertissement

No R&D

No shelf allowance

Specify the product

Subtopic

Definition

Private labels brands are the brands with manufactured products by one company for sale under another company's brand. It targets different segments, it has a higher profit margin, benefit more than national brands.

examples

Carrefour shower gel: distributor( grocery stores or supermarkets)

This is a brand that we can recognize, familiar as it's a brand that is selled in carrefour and it belongs to it.

Entry/Med level: private labels

Definition

The repositioning of a brand is when a brand changes the target market or the reformulation of a product and satisfying the evolving needs of the target market which will create an emotional attachment with the brand.

Examples

Chanelle No.5

Target market: Old people(50-60 years old)

Coco mademoiselle(channel)

Target market: Teenagers/young people(20 years old)

Examples

Millennials

Diet Coke

Different flavours

A brand that is hard to determine as it's distributed in many places, it's a part of the distribution that causes some sort of confusion to the customers

ex:apple, ikea

Brand extension

Definition

The brand extension is when a brand name is taken and added on a brand category

Example

Harley/Davidson( different product categories with same personalities that can relate such as bag, boots, motocycle etc..

Cognac( they have same personality but different brand extension)

Definition

The CO-Branding is when 2 or more brands corporate with their similarities, products in common which gives the brand more strength and power.

Examples

Orea+Tim Hortons( they have loyal customer base and good sales)

Amazon+Visa(credit cards)

The rationale behind distributor brands

Explanation

Distributor brands can competitively price their product with a cheaper price compared to national brands with higher price even if they have very similar products compared to national brands because they make more money by selling products with low prices as they will not have to do the part of distribution where they advertise and they will benefit of the distribution of other brands. Also, they don't do the research development.

Example

Pringles/Stack Attack

Stack Attack will benefit from the distribution of Pringles as they have lower pice and similar products.

Line extension

Definition

The line extension is when the brand has same product categories but different personality such as size and flavors.

Example

kitkat

Ice-cream kitkat

Definition

The national brand is a brand that we can recognize, familiar as it's a brand that is selled in a place( carrefour) and it belongs to it. It has premium products, high income segment, high quality and easy to determine.

Premium products(luxury)