Example PG markets many different brands in each of its product categories o

Example pg markets many different brands in each of

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Example: P&G markets many different brands in each of its product categories. o Multibranding offers some advantages: - It offers a way to establish different features and appeal to different buying motives. - It also allows a company to lock up more reseller shelf space. - The company may want to protect its major brand by setting up flanker or fighter brands, For example , Seiko uses different brand names for its higher-priced watches. - Finally, companies may develop separate brand names for different regions or countries, perhaps to suit different cultures or languages. For example : In the United States, P & G targets Ariel to Hispanic markets. o A major drawback (disadvantage) of multibranding is that: - Each brand might obtain only a small market share, and none may be very profitable. - The company may end up spreading its resources over many brands instead of building a few brands to a highly profitable level. New brands: o A company may create a new brand name when it enters a new product category for which none of the company's current brand names are appropriate. For example , Japan's Matsushita uses separate names for its different families of products. Or the company may obtain new brands in new categories through acquisitions. For example, S. C. Johnson & Son. Companies must manage their brands carefully: o First, the brand’s positioning must be continuously communicated to consumers by advertising or brand experience. o Train the company’s employees to be customer centered and live the brand. o Maintain and protect the brands’ images, quality. o Assets the brands’ strengths and weaknesses. Please read the discussion questions at the end of this chapter from the textbook. 16 هثدحم هخسن 1/31/2012 Managing brands:
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BE200 Summary Prepared by: Honey Bonny (( دمحموبأ باتكلا نم رتباشلا ةياهن ةلئسل عوجرلا ءاجرلا 17 هثدحم هخسن 1/31/2012
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