Organisations can develop different brand strategies
depending on their overall objectives. The decision concerning
which brand strategy to adopt is important because it will influence
other parts of the marketing mix like the organisation's relationship
with distributors, and will also impact consumer perceptions.
We identify at least 4 distinctive brand strategies.
- Corporate brand -Here all of the organisation's brands support
the overall corporate image. The company name is dominant. Mars
is a good example of this approach.
- Single brand -Here the organisation probably has just one
brand (or at least one very dominant brand). Consumers know
the organisation by knowing the single brand. An example of
this approach would be a restaurant like The
- Multi-brand -Here the organisation decides not to directly
associate any of their brands with the parent company. So the
company may be producing many brands (some competing with each
other) promoting them all under separate brand names. A good
example of this is The
- Balanced brand -Here an organisation promotes its brands individually,
however there is a visible link back to the parent company.
A good example of this approach is: www.virgin.com/
Which strategy is best depends on the individual circumstances
of the organisation. In the end, a decision has to be made based
on what is considered to be more relevant to the consumers -the
organisation or the individual brand.