For small and medium businesses, Branding is a relatively simple practice, in which efforts are focused on creating digital authority and a positive image in the minds and hearts of consumers. Iran Phone Number List However, as the company grows, this becomes more difficult. Complexity can occur due to several factors, for example, the expansion of the brand with more products or services, including the emergence of other brands that emerge from the main brand and compete with each other in the market. To solve this problem, the multiband Iran Phone Number List strategy emerged. In this post, you’ll find out how to apply this concept through the following topics. There are two classes of multi-brand strategies or “perspectives” Iran Phone Number List that can be given to these Marketing actions, according to the variations in the segment. They are based on the approach companies use to differentiate each brand in the minds of consumers. Next, we’ll show you what they are.
What is a multi-brand strategy
We can say that a multibrand strategy, in general terms, consists of the set of Iran Phone Number List actions carried out by a company to define the process of promoting several brands, under the same organization and developing different identities. The idea is to restrict or eliminate competition between brands of the same company, in order to increase its market share, attacking various segments of the consumer public. Think of a company that has multiple Iran Phone Number List brands under one roof. Probably some of these will come to mind: Apple; Disney; Google. They have a multi-brand strategy to simultaneously guide the actions and processes of each of their products and “sub-brands” in the same segment or market. This is done with the aim of ensuring that there is no internal competition between brands and so that each can position itself in its own way. For this type of action, it is essential to take into account the so-called brand architecture. Iran Phone Number List It establishes the relationship between the different parts of a brand — such as its products, services, divisions, among others — in order to improve it in the minds of its consumers. This set of strategies allows you to design and build your brand portfolio through harmonious and integrated processes in order to unite company objectives, audience expectations and the Iran Phone Number List initiatives of each sub-brand under the same strategy.
Separation according to brand identity
It is when the only differentiating factor of a product or service from Iran Phone Number List its competitors is in aspects related to the brand, such as its image or identity. An example of this is FedEx, a national and international delivery and shipping company. Its different brands are based on the separation of its services Iran Phone Number List , such as FedEx Lite, FedEx Premium, FedEx Cargo, among others. FedEx Multibrand Absence of relationship with the parent brand There are also cases where the different brands of a company are separated from the main one and users cannot distinguish, at first, which brand belongs to which company. Facebook is a clear example of this. The American company, over time, acquired other companies, such as WhatsApp and Instagram. For each of them, there are different strategies Iran Phone Number List and, except for small indications, the user cannot recognize that they are owned by the company Facebook. This model is also often defined as a “brand house”, in which a main brand may be much less recognized than its associated brands, which have their own semantic universe. One example is Unilever, as many of the following brands are owned by it Iran Phone Number List , although they have an independent historical base and a prominent space between their followers and customers.
