Umbrella Branding vs Individual Branding

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Post on 29-Nov-2014




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My first guest speaker PPT at LMU. Another check in the things to do in life.


<ul><li> 1. CORPORATE VS. INDIVIDUAL BRANDING <ul><li>Umbrella </li></ul><ul><li>brands </li></ul><ul><li>Ben and Jerrys (pre 2000) </li></ul><ul><li>Nike </li></ul><ul><li>Google </li></ul><ul><li>Adobe </li></ul><ul><li>IKEA </li></ul><ul><li>Roche </li></ul><ul><li>Corporate (Umbrella) Branding is great when you have a strong corporate brand </li></ul><ul><li>Individual Branding helps when you have many different types of products in your portfolio </li></ul>Individual brands Hollister Cheerios Tommy Hilfiger Trader Joes Dolce &amp; Gabbana </li> <li> 2. <ul><li><ul><li>Creating a brand identity that forms an association with firm and therefore strengthens the brand identity </li></ul></li></ul><ul><li><ul><li>Can you name some of these types of brands and the advantages? </li></ul></li></ul>WHAT IS UMBRELLA BRAND EQUITY? </li> <li> 3. </li> <li> 4. WHAT IS INDIVIDUAL BRAND EQUITY? <ul><li>Creating an individual identity for each product in a firms portfolio </li></ul><ul><li>Advantages: </li></ul><ul><li><ul><li>Each product has it's own unique identity </li></ul></li></ul><ul><li><ul><li>Safety for the firm </li></ul></li></ul><ul><li><ul><li>Freedom of less corporate identity </li></ul></li></ul><ul><li>What types of firms incorporate this type of Marketing strategy? </li></ul></li> <li> 5. </li> <li> 6. </li> <li> 7. GLOBAL ORGANISATIONS AREN'T THE ONLY ONES WHO USE INDIVIDUAL BRANDING! </li> <li> 8. MAYBE THESE ARE MORE RECOGNISABLE FOR YOU! </li> </ul>