According to the scale of presence on the market, the following are distinguished:
Brands with local coverage, such as Toyota Center Nevsky and Toyota Center Primorsky.
Known within the regions as “St. Petersburg real estate”.
Federal – Sberbank, Gazprom, Russian Post.
International brands such as Mercedes-Benz, Boeing, Reebok and Armani.
Types of brands, Mercedes-Benz
Source: unsplash.com
Classifying trademarks in the uae email list context of their place in the company's portfolio structure is one of the most difficult tasks. There are three main types:
A master brand, also known as a parent brand, is when all products are released under a single brand. An example is Samsung, where the product range includes TVs, refrigerators and smartphones.
An umbrella brand means creating products under different trade names within one company. For example, brands such as Nescafe, Nan, Gerber and others operate under the Nestle umbrella.
Subbrands are daughter brands whose names contain the name of the parent brand with the addition of a clarifying word. For example, Magnit has expanded its line to Magnit Cosmetic and Magnit Apteka, and Yandex offers Yandex.Food and a number of other services.
The effectiveness and success of a brand are directly related to its external appearance, which influences the strategy of choosing channels for interacting with consumers, the formation of key messages and the criteria by which the results of work are assessed. For example, mass advertising campaigns are often used to promote product brands, while personal brands are preferred to be developed through participation in events corresponding to their focus.
Read also!
"9 Types of Customer Loyalty Programs"
Read more
Differences between corporate and consumer branding
Let's list the features and unique characteristics of corporate branding in comparison with consumer branding.
Primacy of the firm and secondary nature of the product
Corporate strategy focuses on the company's image and then its products or services, as opposed to product branding, which focuses on the product. Consider Apple: Over the years, the tech giant has introduced a range of products, including laptops, smartphones, servers, and other devices, some of which have unique brands. However, the Apple brand itself remains key.
On the other hand, products such as Prostokvashino, Rastishka, Activia, Bio Balance, Actimel and Danissimo, although well-known brands, belong to the French company Danone.
These examples highlight the differences between corporate and product branding strategies.
Download a free selection of tools for calculating KPIs and increasing marketing metrics
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
Over the past 7 years, we have conducted over 23,000 comprehensive website audits and I have learned that all of us as leaders need clear and working algorithms for our marketing and sales.
Today we will share with you 6 of the most valuable documents that we have developed for our clients.
Download for free and implement today:
Step-by-step guide to creating marketing KPIs
Template for calculating KPIs for a marketer
9 Examples of Universal Selling Commercial Proposals
Upgrade your CPs to close more deals
How to make KPI for the sales department so that profits grow by 20% or more?
Step-by-step template for calculating KPIs for OP managers
Checklist of 12 main indicators for website promotion
Find out what metrics are needed to properly optimize your website
40 Services for Working with Blog Content
We have collected the best services for working with content
How to define your target audience without mistakes?
A proven guide to defining a company's target audience.