Professional Documents
Culture Documents
3. Use of Acronyms
Ex: Amul is the common brand name for the company’s milk
powder, butter, ghee and chocolates
Videocon is a family brand name for a variety of products of
Videocon Corporation. Its TVs, VCRs, refrigerators,
washing machines and air conditioners go under the
same name.
Johnson & Johnson sells many of its baby care products
under the Johnson’s brand name – Johnson’s baby
powder, Johnson’s baby soap, Johnson’s baby shampoo
etc
Brand-Name Decision (Cont..d)
‘s Kissan is an umbrella
brand for its food line.
‘s Lakme is an umbrella brand to cover
brand for
several food items like noodles, soups,
sauces, pickles, ketchups and jams.
New Brands
• New brand names in the new product
categories
New Brand Strategy example
Frito Lay has created many different salty snacks
under different brand names including Doritos,
and Cheetos.
Although this brand growth strategy is the most
costly it can also reap the most benefits if done
correctly.
By introducing an entirely new product to the
market you will be able to capture market share
by serving different ends of the spectrum.
Co-brands
• Co-branding also called dual branding, in which
two or more well-known brands are combined in
an offer. Each sponsor expects that the other
brand name will strengthen preference or
purchase intention.
Ex: Intel’s consumer-directed brand campaign with
IBM, Dell, and Compaq convinced many personal
computer buyers to buy only computers brands
with “intel inside”.
Google on AirTel
Reliance with LG mobiles