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Basics of Marketing - Kotler Philip

Decision on the marital status of the brand

A manufacturer who produces his product in the form of a branded product will have to make several more decisions. There are at least four approaches to the problem of assigning brand names.

1. Individual branded names. This strategy is followed by the corporation "Procter and Gamble" (washing powders "Tide", "Bold", etc.).

2. A single brand name for all products. Such a policy is held by Heinz and General Electric.

3. Collective brand names for product families. This policy is followed by the company "Sears" (electrical appliances "Kenmore", women's clothing "Kerribruk", the main equipment for the house "Houmart").

4. The trade name of the company in combination with individual brands of goods. This policy is followed by the company "Kellogg" (crispy rice "Kelloggs rice crisis", raisins "Kelloggs reizin bran").

What are the advantages of assigning individual brand names to goods? The main advantage is that the firm does not associate its reputation with the fact of perception or non-perception by the market of a specific product. If the product fails, it will not cause any damage to the name of the company.

There are certain advantages and the strategy for assigning a single brand name to all products. The costs of bringing products to the market are reduced, since there is no need for large expenditures on advertising, which will ensure recognition of the brand name and create a preference for it. Moreover, sales will be successful if the manufacturer's name is already well perceived by the market. So, the company "Campbell" introduces new soups under its unified brand name to the market without any difficulty and with instant recognition of the brand. As can be seen from Box 17, the company "General Foods" also enjoys the unified brand name "Jello" for novelties offered to the market.

If the company produces completely different goods, the use of a single brand name for them may not be appropriate. The firm "Swift and Company" has separate collective brand names for its product families - ham ("Promium") and fertilizers ("Vigoro"). When Mid Johnson developed a dietary product designed to promote weight gain, it created a new collective brand name, Nutriment, to avoid confusion with its collective brand name Metrekal, which it uses for a family of dietary products intended Contribute to weight loss. Often firms create different collective brand names for different quality groups of products within the same commodity class. Thus, the company "Ai & Pi" sells raisins of the first grade under the brand "Anne Peydi", the second - under the brand "Sultan" and the third - under the brand "Iona".

Finally, some manufacturers want the company name to be associated with each individual brand name of each individual product. The name of the company as if gives the novelty legal force, and the individual brand name gives it uniqueness. So, in the name of oatmeal flakes "Quaker Oates Cap'n Crunch" the first part - "Quaker Oates" (name of the company) - connects the goods with the reputation of the manufacturer, and the second (Captain Khrust) gives him an effective individuality.

The brand name should not be accidental. It should help to strengthen the idea of ​​the product. Here are some desirable qualities for the brand name: 1. It should contain a hint of the benefits of the product, for example, mattresses "Beauty Rest" (fine rest), hand tools "Craftsman" (skilled worker). 2. It should contain a hint on the quality of the product, such as the nature of the action or color, for example oranges "Sunkist" (bearing the kiss of the sun), cars "Firebird" (firebird). 3. It should be easy for pronunciation, recognition and memorization. This is best answered by short names, for example, detergent "Tide", toothpaste "Cross". 4. It should clearly differ from others, for example, the Mustang car, Kodak photographic products.

Many firms seek to create a unique brand name, which will later become associated with the entire product category. Examples of such successful names are Fridiger (for refrigerators), Levi (for work clothes), Xerox (for copying equipment). However, it is the success of such names that may threaten the preservation of the exclusive right of ownership of the producer. Such vintage names, like "cellophane" and "sechka", have already become common.

Box 17. What is in my name? Very much, if this name is "Jello"

Several years ago, the sales of the corporation "General Foods" were concerned about the slowdown in the sales of gelatin and puddings sold under the brand name "Jello". According to some, the situation was explained by the fact that consumers had less time to prepare desserts. According to others, people began to worry more about their weight and do not want to absorb the extra amount of calories contained in dessert dishes.

General Fudz found answers to both these problems with the help of a novelty called "Jello pudding pops" (gelato pudding ice cream). This novelty was a pudding in the form of ice cream on a stick with a chocolate, vanilla or banana flavor. Since the dessert was completely ready for use, it was convenient for those who did not have time to prepare pudding or jelly. And taking into account the wishes of those who were engaged in calorie counting, the portions of the new product were 60% less than in the ice cream briquettes of the same sizes.

An additional factor in attracting consumers was the already well-known brand name "Jello". To further emphasize the long-standing acquaintance, the company "General Foods" widely used in advertising news on television and in the magazines of actor Bill Cosby, whose name has long been associated with the products of "Jello". A similar pudding-ice cream was tried to create and several more companies. But according to one of the competitors, the novelty of "Jello" will still be better in comparison with most others, as the company "General Foods" relies on its vast experience in the development of puddings. The company itself is confident that consumers will also consider the product to be excellent, as it is bound by the brand name with its other products. The name "Jello" allowed the company "General Foods" to enter a completely new area of ​​activity - the production of frozen confectionery.

Advertising and activities to promote the sale of pudding-ice cream cost the company $ 25 million, but these expenses turned out to be big profits. Only within the first year of entering the market did the sale of new items reach $ 65 million. Success is so obvious that General Foods plans to use this gold name for its other frozen desserts, including Gelatin-Pops (gelatin-ice cream) Whipped frozen gelatin on a stick. But not only the brand name "Jello" contributed to the success of the novelty. The newly invented name "Pudding Pops" (pudding-ice cream) for its part breathed new life into the old brand - "Jello".