CORPORATE VS. INDIVIDUAL BRANDING Umbrella brands Ben and Jerry‘s (pre 2000) Nike Google Adobe IKEA Roche Corporat e (Umbrella) Brand ing is great when you have a strong corporate brand Individu al Brand ing helps when you have many different types of products in your por tfolio Individual brands Hollister Cheerio’s Tommy Hilfiger Trader Joe‘s Dolce & Gabbana
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CORPORAT
E VS.
INDIV
IDUAL B
RANDING
Umbrella
brands
Ben and Jerry‘s (pre 2000)
Nike
Google
Adobe
IKEA
Roche
Corpor
ate
(Um
brella
) Bra
nding is
gre
at w
hen y
ou h
ave
a st
rong c
orpor
ate
brand
Indiv
idual
Bra
nding h
elps
when
you
hav
e m
any
differ
ent t
ypes
of p
roduct
s in
your p
ortfol
io
Individual
brands
Hollister
Cheerio’s
Tommy Hilfiger
Trader Joe‘s
Dolce & Gabbana
Creating a brand identity that forms an association with firm and therefore strengthens the brand identity
Can you name some of these types of brands and the advantages?
WHAT IS UMBRELLA BRAND EQUITY?
WHAT
IS IN
DIVID
UAL
BRAND EQUIT
Y? Creating an individual
identity for each product in a firm’s portfolio
Advantages: Each product has it's
own unique identity Safety for the firm Freedom of less
corporate identity
W
hat ty
pes o
f firm
s in
corp
orat
e
this
type
of M
arke
ting s
trat
egy?
GLOBAL ORGANISATIONS AREN'T THE ONLY ONES WHO USE INDIVIDUAL BRANDING!