The problem of blurring the boundaries of an umbrella brand
Posted: Sun Dec 22, 2024 8:18 am
It can be assumed that umbrella brands have common features that make them similar to each other. Finding common boundaries helps prevent the risk of brand blurring. The boundaries of an umbrella strategy are determined based on the characteristics of the product/service. Most often, we are talking about the psychological needs and values of consumers. Experts believe that an umbrella brand is suitable for products aimed at a specific target audience. The value system of an umbrella brand also serves as a glue that unites the target audience, as in the case of Virgin.
The problem of blurring the boundaries indonesian numbers of an umbrella brand
Product Features:
Attracting the attention of buyers to certain characteristics and properties of the product.
Relatedness of products in one or more similar categories.
Customer needs and requirements. In his work "Fundamentals of Marketing" Philip Kotler notes: if a woman wants to look attractive, all products that satisfy this need can be considered a product range. They include cosmetics, new clothes, tanning on vacation, make-up artist and plastic surgeon services, and more. Among the product categories, you can find products for:
Personal care.
Health improvement.
Expressions of love for children.
Realization of life plans.
Psychological assessment of the product:
lifestyle;
a pleasant pastime;
convenience;
trend;
elitism, high cost of goods and services.
Umbrella brand creators have their own value system that is shared by many consumers. These lists are not exhaustive, so you can add to them at your own discretion. Below are examples that confirm the existence of border business in this area.
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"Examples of Marketing Strategies: From Apple to Barack Obama"
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Product Features
Director of the advertising agency Depot WPF Vasily Mitko believes: "If people have an idea that Nestle produces high-quality and tasty chocolate, this perception can be transferred to cookies and wafers." For example, under the brand "Ryzhiy Up" they sell curd cheese, yogurt, fruit puree, juices and other products. And under the brand "Mechta Khozayki" the company "Petrosoyuz" produces pelmeni, sunflower oil, mayonnaise and margarine.
With mobile phones becoming more common even among people who previously had no access to them, it is clear that the market in this area is no longer stable. It is surprising that there is demand for these products at all. So mobile retailers are looking for new ways to increase sales.
Product Features
Selling digital devices seemed like a promising direction for them. Along with cell phones, they began selling cameras, digital players, and laptops. Dixis decided to expand their product range by including laptops, which is an important new project for them. Cell phone retailers are not original in this marketing idea: now computer sellers are also adding digital equipment to their product range, as well as phones.
Range of choice (consumer needs)
In Perm, there is a family health clinic called Medlife. Moreover, there is also an aesthetic medicine center, a vitamin bar, a drugstore, a beauty salon, and a fitness center, all with the same name. A family clinic from Chelyabinsk naturally decided to open a clothing store for pregnant women and children. Gillette began producing razors and later expanded the brand to related products such as shaving foams and deodorants.
Another example is in the B2B sphere. A manufacturer of tractors and industrial equipment, specializing in this for more than a century, decided 20 years ago to start producing work clothes and shoes. Caterpillar Footwear quickly became a leader in its specialized market and developed into an independent business.
The problem of blurring the boundaries indonesian numbers of an umbrella brand
Product Features:
Attracting the attention of buyers to certain characteristics and properties of the product.
Relatedness of products in one or more similar categories.
Customer needs and requirements. In his work "Fundamentals of Marketing" Philip Kotler notes: if a woman wants to look attractive, all products that satisfy this need can be considered a product range. They include cosmetics, new clothes, tanning on vacation, make-up artist and plastic surgeon services, and more. Among the product categories, you can find products for:
Personal care.
Health improvement.
Expressions of love for children.
Realization of life plans.
Psychological assessment of the product:
lifestyle;
a pleasant pastime;
convenience;
trend;
elitism, high cost of goods and services.
Umbrella brand creators have their own value system that is shared by many consumers. These lists are not exhaustive, so you can add to them at your own discretion. Below are examples that confirm the existence of border business in this area.
Read also!
"Examples of Marketing Strategies: From Apple to Barack Obama"
Read more
Product Features
Director of the advertising agency Depot WPF Vasily Mitko believes: "If people have an idea that Nestle produces high-quality and tasty chocolate, this perception can be transferred to cookies and wafers." For example, under the brand "Ryzhiy Up" they sell curd cheese, yogurt, fruit puree, juices and other products. And under the brand "Mechta Khozayki" the company "Petrosoyuz" produces pelmeni, sunflower oil, mayonnaise and margarine.
With mobile phones becoming more common even among people who previously had no access to them, it is clear that the market in this area is no longer stable. It is surprising that there is demand for these products at all. So mobile retailers are looking for new ways to increase sales.
Product Features
Selling digital devices seemed like a promising direction for them. Along with cell phones, they began selling cameras, digital players, and laptops. Dixis decided to expand their product range by including laptops, which is an important new project for them. Cell phone retailers are not original in this marketing idea: now computer sellers are also adding digital equipment to their product range, as well as phones.
Range of choice (consumer needs)
In Perm, there is a family health clinic called Medlife. Moreover, there is also an aesthetic medicine center, a vitamin bar, a drugstore, a beauty salon, and a fitness center, all with the same name. A family clinic from Chelyabinsk naturally decided to open a clothing store for pregnant women and children. Gillette began producing razors and later expanded the brand to related products such as shaving foams and deodorants.
Another example is in the B2B sphere. A manufacturer of tractors and industrial equipment, specializing in this for more than a century, decided 20 years ago to start producing work clothes and shoes. Caterpillar Footwear quickly became a leader in its specialized market and developed into an independent business.