Different types of market strategies
Posted: Tue Jan 28, 2025 6:59 am
There are different types of brand strategies, which determine how a brand is set up:
Umbrella or family brand
An umbrella or family brand is one strong brand under which several sub-brands can be marketed. An example is Calvé. Calvé produces different product types under the same brand name. Convenient, because it saves the company from having to invest in a new brand each time. Unfortunately, this strategy is also vulnerable. If something goes wrong with one Calvé product, it reverts to all the brand's products.
Mono-branding
This involves attaching sub-brands to the main brand. Unilever japan mobile numbers list has become big with this strategy. Unilever produces numerous products, all of which have their own name and brand.
Sub-branding
Sub-branding has one parent brand with several sub-brands. The difference with other branding strategies, is that parts and development are shared. The auto industry is a good example of this. Think of the Kia (Picanto, Sportage) or Fiat (Panda, 500). This allows sub-brands to cater to specific target groups, while still riding on the good reputation of the parent brand.
Endorsed branding
In endorsed branding, multiple brands also hang below the main brand. The difference is that the main brand is less visibly present. It only serves as the basis for a clear own identity of the sub-brands. A good example is Post-its. Everyone knows this brand, but not everyone knows that it is part of the big 3M.
Hybrid branding
You can also choose to combine two or more of the above brand strategies within your company. This can be useful, for example, if you are acquiring new brands. It depends on your company and brand which is the best strategy for you.
Umbrella or family brand
An umbrella or family brand is one strong brand under which several sub-brands can be marketed. An example is Calvé. Calvé produces different product types under the same brand name. Convenient, because it saves the company from having to invest in a new brand each time. Unfortunately, this strategy is also vulnerable. If something goes wrong with one Calvé product, it reverts to all the brand's products.
Mono-branding
This involves attaching sub-brands to the main brand. Unilever japan mobile numbers list has become big with this strategy. Unilever produces numerous products, all of which have their own name and brand.
Sub-branding
Sub-branding has one parent brand with several sub-brands. The difference with other branding strategies, is that parts and development are shared. The auto industry is a good example of this. Think of the Kia (Picanto, Sportage) or Fiat (Panda, 500). This allows sub-brands to cater to specific target groups, while still riding on the good reputation of the parent brand.
Endorsed branding
In endorsed branding, multiple brands also hang below the main brand. The difference is that the main brand is less visibly present. It only serves as the basis for a clear own identity of the sub-brands. A good example is Post-its. Everyone knows this brand, but not everyone knows that it is part of the big 3M.
Hybrid branding
You can also choose to combine two or more of the above brand strategies within your company. This can be useful, for example, if you are acquiring new brands. It depends on your company and brand which is the best strategy for you.