Wednesday, 28 September 2011

Brand Extension

House of Brands - Unilever (Knorr, Persil, Magnum, Comfort..)



It helps in increasing differentation and spreading the risk amongst a number of products rather than one. It is a safe way of branding a company because if one item from the Unilever chain goes bad it will not affect the other products. 160 million times a day someone somewhere chooses a Unilever product which proves that because of their wide range of products, even if one product goes wrong they still have the assured profit of all the other products.

Website: http://www.unilever.co.uk/

Branded House - Sainsburys





A branded house is a smart way of reveraging the success. The repetition of the name of the brand 'Sainsburys' on all products from a cup of coffee to a box of biscuits helps capture the energy of the main brand and ensures that a consumer sees that name wherever they go or whatever they purchase. However, it is risky because if a consumer buys one bad or faulty Sainsburys product they will then have a negative perception about all other Sainsburys products.



Another example of branded house would be Nestle, which has a huge variety of products from chocolate to water produce that have a small logo on all products with their brand name on it.



Stand Alone - Starbucks

Starbucks is a brand name that has great market power, it is the worlds largest coffee house company. Seeing as that its brand name is strong and has a established place in the market, it is sure that with or without the name of its brand people can easily recognize starbucks. They have recently changed their logo to just the image of the goddess, in the future if they decide to put a green circle people will probably still be able to identify starbucks when they see it. They have done so well in getting brand loyalty that customers will find and identify it no matter what.

Website: http://www.starbucks.com/

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