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What is Branding Strategies?

By Davies Zhai

Individual Branding Strategy

Individual branding is a policy of naming each product differently. Unilever Australasia, for example, produces a range of food brands, personal-care brands and home-care brands. Unilever food brands include well-known brands such as Lipton and Walls (also known as Streets).

Family Branding Strategy

When using family branding, all of a company’s products are branded with the same name or at least part of the name, such as Kellogg’s Coco-Pops, Kellogg’s Special K and Kellogg’s Corn Flakes. In some cases, a company will use both individual branding and family branding strategies within the company’s brand portfolio, as does the Coca-Cola Company. A company that uses primarily individual branding for many of its products may also use family branding for a specific product line.

Brand Extensions Strategy

A brand extension occurs when an organization uses one of its existing brands to brand a new product in a different product category. Honda, for example, is a well-known car and motorcycle manufacturer brand, but Honda also manufactures marine engines, jet engines, and generators.

Co-Branding Strategy

Rather than developing a portfolio of brands, another option is to use a co-branding strategy. Co-branding is the use of two or more brands on one product. Marketers employ co-branding to capitalize on the brand equity of multiple brands. Co-branding is popular in several processed-food categories and in the credit card industry.

Ingredient Branding Strategy

Ingredient branding is a marketing strategy where a component of the business is branded as a separate entity. This helps to add more value to the parent company and make its product/service seem superior to its competitors.

Brand Licensing Strategy

A popular branding strategy involves brand licensing, an agreement in which a company permits another organization to use its brand on other products for a licensing fee. Royalties may be as low as two per cent of wholesale revenues or higher than 10 per cent.


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