Marketers may boost the likelihood of success for a brand new product start using a sub- brand name plus a parent brand name concurrently. In this short case scenario, we report the triumphant case of utilizing dual brand names, dual branding strategy, by the practitioners inside China for the Minute Maid Orange Pulp juice drinks launching. An implicative sub-brand name helps consumers recall the key benefits and attributes of the product that is brand new.
An indicative parent brand name communicates the advantages of the merchandise category. A double branding strategy deals with the predicament of utilizing just one brand name for a brand new product launching. Marketers may use the exact same parent brand to introduce different merchandises to build scale for the brand, and can clearly differentiate the different product offerings under different sub-brand names. If a company attains a brand from a different company, a marketer may position the acquired brand as a sub-brand below the parent brand in the event the marketer has defined the business range of the parent brand extensively enough and with an implicational parent brand name.
PUBLICATION DATE: September 11, 2013 PRODUCT #: BH555-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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