Discuss the scope of mixed branding Essay

Ans. description Mixed Branding is where a hard markets products under its own separate and that of the reseller(s) because the particle attracted to the reseller is incompatible than its own market. Eg. The smart set sells its Elizabeth Arden set through department stores and a class of skinc atomic number 18 products at Wal-Mart with the Skinsimple carry summons. StratergiesWhen promoting a brand, companies sometimes choose to follow a multiproduct stigmatisation dodging, similar to automakers Ford and Toyota. In this regard, a companys name is an umbrella brand for all its products. Coca-Cola, apple and Intel have focused their energies on mark their corporate names and builds rather than exclusive products. Grocery chains and big-box retailers use private-label branding to attract value-conscious nodes.AdvantagesCompanies use branding to contrast their products based on value, feature and otherwise attributes. A positive brand image creates a halo effect that locomotes lively products and makes it easier to store clean products. The Intel Inside campaign, for example, was knowing to brand all Intel microprocessors as high-performance and high-quality products. Apple has followed a somewhat different route because it relies on its corporate name and unique product brands. A mixed-branding strategy female genitalia leverage a companys reputation for innovation to mangle out profitable market niches, such as Apples mac computers for graphics-intensive operations, while developing entirely new markets, examples of which would be iPods and iPads. Kraft consumers know they ar getting a quality solid food product, which makes it easier and more cost-effective for Kraft to introduce and gain consumer acceptance for new products.DisadvantagesThe main(prenominal) disadvantage of branding is the high advertisement and related public relations costs. Establishing a local or international brand requires years of sustained advertising, high levels of quality and exceptional customer service. A brand image and reputation cannot be launch in a few weeks. Companies essential continue their promotions even during economic downturns or when sales stagnate, because if they do not, competitors might sate the void and be in a better position when the economy turns around. These expenditures can reduce margins, especially if sales volumes are being affected by outlay competition or changing customer preferences. Also, there is the risk that poor customer service by wholesalers or retailers in the distribution channel might echo poorly on the brand itself. Manufacturing issues that ingest to product recalls, such as Toyotas well-publicized problems with brakes from 2009 to 2011, can also affect a brands image, which commonly requires additional expenditures to repair.