Business Development

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Branding world is no different than a battlefield. Everyday consumers are chocked by the emergence of different brands from each category. In the structure of marketing plans, a theme such as creating brands, managing the brand productivity, increase brand equity, and improve customer loyalty is a kind of theme that is often raised.

Basically, brand fight is based on parameters such as reliability, quality, image, and market share. To embrace the optimal market share, it would need special tactics and strategies. Along with the market maturity and market fragmentation into several segments, many companies responded by offering several different brands to attract various segments without ruining their position. A company can launch new brands (multi-branding) or introduce a variety of brands from the original brand (brand-line extensions).

Ideally, a company with a complete brand portfolio will be able to cover the entire market, so it is expected to increase the market coverage optimally. From the market coverage, differentiating by spreading the brand portfolio is indeed a low-risk approach. Through this strategy, the segmentation changes can be overcome.

This strategy also allows the flexibility to follow the tactical limitations, including dealing with brand extensions that are made by the competitors. Similarly with a price competition, this multiple brand strategy can be used effectively to protect the main brand.

Overall, this strategy is very important to protect the main brand image. Besides, if one brand fails, it will not affect much on the major brands.

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Tags: marketing plans, marketing strategy . This entry was posted on Thursday, January 6th, 2011 at 8:39 pm and is filed under Marketing Tips. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.