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Branding, Positioning and Differentiation

Why don't identical twins don't have as the foundation of its marketing
identical first names? Though they may strategy. Either that or create new
look the same, they're not. Just ask product lines that somehow relate to your
their parents. Even as newborns, they old product line, such as cheese
could tell them apart, and as they grow companies putting out a line of pre-made
up, they're distinctions become ever more cheese and cracker snacks. What Ritz did
pronounced. This is why we don't give with Mini Ritz sandwiches, Kraft could
twin babies the same first names. have easily done by focusing the
In the business world, this idea would product's marketing slant on the cheese
seem to carry over as the foundation for in the cracker.
a common sensical approach to So what do you do with a brand once you
branding-that different products need to have created one?
be different brands with different names. Those responsible for the brand defend
However, the only thing common about this the integrity of the brand and build on
sense is that it's all too commonly it. Just as Barbie dolls have for decades
ignored in the hopes of cheating risk and while Ninja Turtles and Cabbage Patch
the possibility of failure. Dolls came and went. The Barbie brand
Overextended brands are like recognizes the niche it fills in the toy
overstretched rubber bands industry-dolls with interchangeable
Everyone's heard of a company called clothes. Nothing else. Of course,
Kraft. "Hey, those are the cheese refreshing a brand is completely
people." Yep. For years, Kraft and cheese necessary over its lifecycle. Barbie has
were synonymous. It was a Corporate a way of doing this built-in to its
Branding with a position competitors product-changing clothing styles. As the
would have been hard-pressed to erode had times change, so do Barbie & Ken's
company brass been content in their wardrobe. But that's just one way a brand
cheesiness. They weren't. Like many remains strong through the years. Survey
companies blessed with strong brands, any industry, and you'll find that
Kraft began to think their brand name was long-term successful brands have at some
invincible and that any product point had to reinvent themselves along
introduced under its banner would the way-like automobile companies of
dominate their markets simply because of today in the beginning stages of moving
its name. So, Kraft began offering jams, to alternative sources for energy. This
jellies and mayonnaise among other is the same thing that successful
things. magazines do. They carve out a niche,
The numerical truth about Kraft's brand become the leader in it and then defend
extension strategy it by banking on their uniqueness and
Ohio-based Smucker's owns 35% of the jams further differentiating themselves from
and jellies market. Kraft has 9%. the competition-not duplicating it.
Hellman's mayonnaise has 42% of the mayo If this is the case, why do companies try
market. Kraft has 18%. The plan for equal to extend a brand?
domination didn't quite work out as Because launching a completely new brand
planned. Despite its dominance in the is very risky and expensive. Often times,
cheese market, Kraft was relegated to bit initial results of brand extension are
player status in these other categories. positive, but the initiative commonly
Their strategy of trying to leverage a begins to lose ground and takes some of
great brand name into being all things to the overall brand strength with it.
all people resulted in few real winning Why creating a new brand is better for
products. business than extending one.
Why doesn't being all things to all In New Zealand, there is one Airline
people work? Company, but two airline brands. Air New
In your family, you may have been the Zealand is about top-class service with
smart one. If you had brothers and all the frills. Freedom Air, on the other
sisters, there may have been the "social" hand, is the airline for the budget
one, the "rebellious" one or the conscious. The two brands operate
"athletic" one, too. And invariably, successfully and independently of each
those attributes seem to stick with a other, which allows the parent company to
person throughout their life, often serve two distinctly different air travel
regardless of whether they change. markets.
In Japan, Honda is known as a motorcycle Less really is best
company that dabbles in cars. In America, A niche brand may not offer the sheer
it's a car company that dabbles in number potential of a more generalized
motorcycles. Despite the fact the company brand, but it does offer something a lot
is equally prolific makers of both, the better-sustainability. Over the long
two different markets have Honda pegged term, as your brand becomes synonymous
as either/or. One name, one product. with a specific kind of product or
Burned-in and branded for life. This is service, more people will turn to you for
because motorcycles and motor vehicles that product or service...and continue to
are two different product categories. It do so because they believe they're
proves that conquering multiple different getting quality only a specialist can
categories with one brand name doesn't provide.
work. Rather, companies who wish to A jack-of-all-trades really is master of
expand into other product areas, or a none. So if you are a master, or wish to
first product area for that matter, need become one, do it. Be it. Just not to
to do so by using a strong brand identity everyone.




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