With the reality of today’s globalized markets and the advantages of digital transformation! today’s companies have the opportunity to dedicate themselves to producing or promoting several lines of products and services through the same brand. This is known as a multi-brand strategy! and we will tell you all about it below.
Jesus Cardenas
Jun 10! 20 | 11 min read
pillars of a multi-brand strategy
Reading time: 10 minutes
For small and medium-sized businesses! branding is a relatively simple practice! where many efforts are focused on building digital authority and creating a positive image in the minds and hearts of consumers! but as the business grows! this becomes more difficult.
Complexity can arise from several factors! for example: the expansion of the brand with more products or services! or even with other brands that emerge from the main one and compete with each other in the market.
But this is what multi-brand strategy is for! and now you will know what it is! its importance and how to develop one in your company.
Happy reading!
What is a multi-brand strategy really
We can say that the multi-brand strategy! in general terms! consists of the set of actions that a company or business carries out to define the promotion process of several brands ! under the same organization and developing different identities.
The most general idea is to restrict or eliminate montserrat email list 150000 contact leads competition between brands of the same company in order to increase its market share! attacking different segments of the consumer public.
Think of a company that has several brands under one roof. The following may come to mind:
Apple!
Disney!
Google!
among others.
Each of them has a multi-brand strategy to guide the actions and processes of each of their products and “sub-brands” in the same segment or industry! at the same time.
But ensuring that there is no internal competition between them and each can position itself in its own way.
For this type of action! taking into account the so-called brand architecture is essential.
Ultimately! it establishes the relationship between the different parts of a brand — with everything it involves! such as products! services! divisions! among others — in order to enhance it in the minds of its consumers.
This set of strategies allows you to design! project and build your brand portfolio through harmonious and integrated processes! to unify the company’s objectives! the public’s expectations and the initiatives of each sub-brand under the same strategy.
There are two types of multi-brand strategies or “perspectives” that can be applied to these marketing actions ! depending on the variations in the sector. They are based on the approach or focus that companies use to differentiate each brand in the minds of consumers.
Below! we show them to you.
1. Separation according to brand identity
This is when the only differentiating factor of a product or service from its competitors is found in aspects related to the brand! such as image or identity .
An example of this is FedEx! which is a national
and international parcel and shipping company! where its different brands are based on the separation of its services such as FedEx Lite! FedEx Premium! FedEx Cargo! among others.
2. Unrelated to the parent brand
There are also cases where the different brands lgbtq+ representation in advertising: how to approach it effectively & respectfully of a company are separated from the main one. And a novice user cannot distinguish which brand belongs to which.
Facebook is a clear example of this. The American company has! over time! absorbed other companies such as WhatsApp! Instagram! among others.
For each one! there are different strategies and! except for small clues! a user would not be able to recognize that they are owned by the “F” brand.
This model is also often defined as a “house of brands”! in which a main brand may be much less recognized than its associated brands! which have their own semantic universe.
We can say that Unilever is another of these cg leads examples! since many of the following brands are its properties even though they have an independent historical base and a prominent place among its followers and customers.