Branding types.

I classify them on the basis of the strategy that has been instrumental in
their creation and management. The broad brand management strategies that I used to
classify are as follows:
1. THE PRODUCT BRAND STRATEGY- This strategy involves the assignment of a
particular name to one and only one product as well as one exclusive positioning.

2. THE LINE BRAND STRATEGY- In this strategy the line responds to the concern of
offering one coherent product under a single name by proposing many complimentary
products.

3. The RANGE BRAND STRATEGY- Range brands bestow a single brand name and
promote through a single promise a range of products belonging to the same area of
performance.

4. UMBRELLA BRAND STRATEGY The same brand supports several products in

different markets. Each of them has its own advertising tools and develops its own
communications.

5. SOURCE BRAND STRATEGY This is identical to umbrella branding strategy

except for one key point the products are now named directly. Within the source brand
strategy the family spirit dominates even if the offspring all have their own individual
names.

6. ENDORSING BRAND STRATEGY - The endorsing brand gives its opproval to a

wide diversity of products grouped under product brands, line brands or range brands.