The brand summarizes the history, credibility, and values of the company in the memory of the clients. That is why the brand must have characteristics that are consistent with the business strategy and that allows the company to grow and develop.
These Are The Options We’ve Obtained from The Global Brand Academy’s Brand Strategy Workshop
Unique Brand Strategy
It is the communication strategy practiced by the firms that decide to name all their products with a single and unique brand, even if they are different products or models.
In it, a single brand of prestige covers all the products or services, models or complements of the company or only those that are part of a certain line. This is how Balay, Renault, Nivea, Moulinex, Yamaha, Sony, etc. act, for example.
The Advantage?
In the case that the positioning of the single brand is positive, the current products or services benefit from it. It facilitates the rapid success of the successive launches, with which an obvious cost savings of all kinds are obtained. This is not the case of suffering a loss of prestige of a single brand: the entire range is contaminated.
Umbrella Brand Strategy
A strong brand, recognizable and with great notoriety, covers the product or product line brands. In this way, each product brand is protected by the corporate brand. The obvious advantage is the transfer of prestige between the brands and saving in communication costs, thanks to it.
The loss of prestige of the main brand would affect those protected under its umbrella, although product line brands could defend their position in a better way than if the single brand strategy had been followed. They have their own personality.
For instance, Seat and Audi face the recent crisis of Volkswagen (VW) in a radically different way.
However, special care must be taken with the positioning of the main brand. It must be designed in a way that allows the company as a whole to grow, finding the balance between a defined position, although broad enough to encompass the growth strategy of the business portfolio.
Multiple Brand Strategy
The company, in this strategy, chooses to create different brands to communicate to the market the existence of different products or product lines.
The main advantage is the personalization of the message, adapted to each target group without being conditioned by the values associated with the other brands of the company. Without an apparent relationship between them, they can even compete in the market by expelling even weaker competitors.
Another advantage of this strategy is the possibility of selling a line of business identified with your own brand. In this way, changes in corporate strategy are more flexible and allows to have a source of financing without the need to expand the capital of the company.
The Disadvantage?
To follow a multi-brand strategy requires a large financial capacity. Each of the brands must have their own budget assigned, enough to cover their communication and sales objectives. There is no synergy in communication and, therefore, there are no cost savings for the management of several brands within the same company.
White or Distributor brands
The strategy adopted by manufacturers and large distribution companies, which reach the agreement to sell products of that one, appearing in them the brand of the distribution company.
For the distributor, apart from the prestige of selling products with the brand of their establishments, it enjoys the considerable advantage of buying cheap at the factory and being able to sell more freely when it comes to setting prices. As a result, you can achieve large margins.
And for the final consumer? The advantage is the products that can be acquired at a lower price, than what would have to be marked if they were presented with the manufacturer’s brand.
The important disadvantage for the distributor is that he does not take advantage of the advertising or promotion campaigns developed by the big manufacturer. In addition, the products are perceived as being of inferior quality by the buyers.
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