The brand can go ahead and establish strong points of parity with the category it is a part of, and then differentiate sharply from its competitors. The company need not dilute its brand positioning to make it compatible with its positioning in other product categories which it would have to do if a family brand name was being used. The brand can afford to be enmeshed with its category. An individual brand name can become a synonym for the category it belongs to if it becomes very strong.
This is the most enviable state for any brand manager. A combination of family and individual brand names capitalize on the reputation of the company while allowing individual brands to be distinguished and identified. This strategy entails using the family brand name first followed by individual names for every brand in every product category that the company operates in.
Each brand will benefit from the other doing well. But the situation may start to get bad if a few offerings in some product categories start receiving bad vibes from customers. If the situation is not rectified, customers will get suspicious about all the brands that have the family brand name attached to them.
A few more failures and the initial skepticism of customers will snowball into a disaster with customers shying away from products bearing the family brand name. A company using family brand names or combination brand names should exercise caution. If the company is entering a category which is very different from the ones that it is currently serving, or the company is not very sure of succeeding in the new category, it should use an individual brand name instead of the family brand name or combination brand names.
Because the family brand name is associated with so many businesses, too much may be at stake to risk its associations with any business which has reasonable chance of failing. Best , Brands. You must be logged in to post a comment. Leave a Reply Click here to cancel reply. We use cookies We use cookies to personalise content and ads, to provide social media features and to analyse our traffic.
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It all works together to help you choose a great brand name! This session requires an understanding of your entire brand strategy. It requires input from your lead brand stakeholder, creative team and members of the marketing team. This module will be completed over the course of days or weeks, not hours.
You may wish to schedule this module in one or two sessions to set establish the creative criteria, and then continue after your team produces creative results for you to evaluate. Brand Naming Your brand name is the most visible and memorable part of your brand.
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