In this multi-brand situation

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We can build a brand architecture diagram to show how many new and existing brand elements can be used and how to combine them to shape product brands in many different ways. Enterprises can choose to use the following strategies according to their specific circumstances : 1 ) Unified brand A unified brand is also called a family brand. It means that all products of a company (including different types of products) use the same brand. For example, Panasonic uses the brand name " Panasonic " for its washing machines, air conditioners, refrigerators and other products . Note: Family brand though.




Although it can reduce the cost of new product promotion, under a unified brand, if a certain product has problems, the impact may affect the company's overall image and affect other products of the company. 2 ) Individual brands Individual brands mean that companies use different brands for different products. For example, Kraft Foods uses different brands number data for its cookies , such as " Oreo " and " Cheesy ," and also produces " Maxwell House " coffee. Note: Different brands require a lot of time and money, which disperses the company's resources. 3 ) Classification of brands Classification branding means that a company classifies all its products and then gives different brand names and symbols to each type of product.


For example, Jianlibao Group ’s beverage products use the Jianlibao brand, while its sportswear products use the Li Ning brand. Note: This strategy can be seen as a compromise between the above two strategies, combining the advantages of both unified brand and individual brand strategies. This strategy is a good choice for companies that operate a wide range of products or have a wide variety of categories . A combination brand is one in which a company uses different brands for its different products while also putting the company's unified brand in front of the brand. For example : " L'Oréal - Maybelline " and " L'Oréal - Lancome " of L'Oréal Group; " GM - Chevrolet " of General Motors and other brands. Note .