Masterbrand
A single brand spans a set of offerings that operate only with descriptive offerings; continual product innovation, new releases, and so on.

Overbrand
Individual business unit or product brands operate under a strong family brand. Dual level of communications: individual offering establishes a unique position while leveraging credibility of the source.

Endorsed Brand
“Source” brand provides the business or product with an aura of credibility. Like Nestlé’s KitKat, Nescafé or Smarties. Special ‘K’, Coco Pops and Frosties from Kellogg’s or Polo by Ralph Lauren. The parent brand lends credibility to the endorsed brand in the customers view. Enables different tone, activities and behavior in different markets for each specific brand .

Freestanding Brand
An organisation consists of independent stand-alone brands, each maximising its impact on the market with little or no connection to its parent. There is a competitive need to develop distinct equities for line of business brands. Source brand does not fit or carry negative baggage.

Tags: brand, brand communications, Branding, building a brand

•

This entry was posted on Wednesday, March 11th, 2009 at 6:17 pm and is filed under Branding. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.