How To Use A Multibranding Strategy (With Top Brand Examples)
Learn what multibranding is and when to use a multi-brand strategy with these top brand examples.
#multibranding #branding #brandstrategy
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By the end of this video, you’ll know how multibranding works and when to use a multi branding strategy.
First, you’ll discover how brand architecture contains many techniques and strategies such as umbrella branding, branded house, house of brands, and multibranding among others.
Next, we’ll dive into the question “What is multibranding?” to discover how established brands use this strategy to introduce a new brand into a category where they already have an established brand.
Then, you’ll learn why and when brands would use a multi-brand strategy and how they can leverage it to increase overall market share.
Next, we’ll dive into a multi-brand strategy example from Procter and Gamble and how they used both the Tide and Cheer brands in the same detergent category to increase overall market share.
Finally, we’ll uncover the advantages of this technique including increased brand equity, increased brand presence, and increased market share
As well as the disadvantages such as brand cannibalization, brand management issues, and customer confusion.
0:00 How To Use A Multibranding Strategy (With Top Brand Examples)
1:10 What Is A Multibrand Strategy?
1:57 Why Use A Multibrand Strategy?
2:48 Multibrand Strategy Examples
4:26 Advantages Multibrand Strategy
4:52 Disadvantages Multibrand Strategy
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Пікірлер: 8
Hello In you examples you never talk about multibranding without corporate status. How would you manage multibransing without a corporate or umbrela Master brand potential ?
Wrigley's gum is also a great example. Winterfresh, Juicy Fruit, Spearninr, Spearmint, , Peppermint, Double Mint
@BrandMasterAcademy
2 жыл бұрын
👍👍
nice video thanks this is very useful information thanks a lot
@BrandMasterAcademy
3 жыл бұрын
Most welcome👍👍👍👍
Good video, Stephen! Can this apply to service-based brands (specifically B2B) or is this more applicable to B2C product brands?
@BrandMasterAcademy
3 жыл бұрын
Absolutely... it really depends on the service in question. Eg a Market research firm might have a bells and whistles corporate offering but might introduce a new brand to appeal to smaller businesses with a trimmed product
Multi-Branding Strategy It’s when an established brand in a specific category introduces another completely different brand in that same category. It’s a house brand strategy. Why use it? Due to its nature, there are many segments that the brand can’t reach. So this strategy increases market share and reaches more specific customers. Example: P&G’s Tide and Cheer - There are complaints about Tide being too expensive, so P&G introduced the much cheaper Cheer. Tide lost market share but P&G’s overall market share increased. Advantages: Increased sales and revenue Market share Expansion Broader brand prescence More opportunities Disadvantages: Expensive Management issues Brand canibbalization - Competing in certain levels and not pulling what it should. Extremely risky