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Brand name strategy will help the company by the following ways

  • As in brand name strategy one particular name is given to particular product and is positioned to one particular segment and restricted to it. In brand name strategy failure of one brand doesn’t affect the image of organization.
  • Brand name strategy help the company to position their product in better way because it will help the customers to identify those differences better than extensions that have external similarities. Here I will quite the example of P&G who have different brand for different positions.
  • It helps the company to create increase of-supplier-effect to strengthen the group with multiple brand entries. It is the combined effort on part of all players to do their bit in talking about points of difference, educate the customer and as an aggregate effect bring the category to full bloom.
  • Brand name strategy helps the company to target a particular segment of the market in a better way and meet their needs.
  • Brand name strategy helps the company to reduce the dependency of a company on particular products and strengthen the financial position of the company and increase its market share.

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Replies to This Discussion

this is not relate to book. the concept relate to this GDB is i lec#27 of mkt624 

T he product brand strategy – PBS
It involves one particular name assigned to one particular product. This name reflects
just one positioning and hence is restricted to that positioning. In other words, for each
new positioning there is a new brand name and hence different names correspond to
different positions.

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