There are many different types of branding that exist in the world of marketing. Let’s take a look at the most common ways of branding products.
Company branding
All products under one brand representing the producer.
Corporate branding is similar to family branding – but now applies to all products produced under the company’s brand name. Manufacturers’ branding applies to brand names of manufacturers that distribute products nationally or globally. However, the brand has to be constantly promoted and defended. Disney products, Levi’s jeans, Mercedes-Benz’s cars, Kraft Heinz or Virgin (airlines, rail services, mobile phone provider, etc.) are all marketed under the single brand name.
Family branding
New products join all other products under one brand representing the producer.
Mars Bar was the original product – now joined by Mars ice cream, Mars energy drink and Mars muffins. Benefits include marketing economies of scale when promoting the brand, and making new product launches easier. However, poor quality of one product under the brand may damage them all.
Individual branding
Different products are sold under different brands created by the producer.
Each product is perceived as its own unique and separate brand – unconnected in consumer’s minds with the parent company. However, it loses the positive image of a strong company brand. Toyota created the Lexus brand of luxury cars. Procter & Gamble sells Head and Shoulders, Pampers, Duracell, etc. with separate brand identities.
Own-label branding
Different low-quality products are sold under different brands created by the producer.
Walmart has numerous own brands such as Sam’s Choice selling premium food products, Faded Glory for American clothing, Life for menswear and Metro 7 for womenswear, etc. These are often cheaper than name-brand products sold in the Walmart hypermarkets. Each-own brand label appeals to different consumer groups and tastes. Often little is spent on advertising as in-store promotions are often used instead. However, consumers often perceive products to have a lower quality image.
Dealers’ branding
Different products are sold under the distributor’s brand.
The goods do not carry the manufacturer’s name, they carry the distributor or retailer’s name instead. Examples include Canadian Tire, Motomaster, Marks and Spencer’s, President’s Choice, etc.
Generic branding
Different products are not sold under any brand.
The name for a product category which is not advertised is cheaply packaged and sold at a discount. Examples include for Acetylsalicylic acid, beans, rice, etc.
In summary, many different types of branding can help the business organization to effectively differentiate product offerings from the competition.
