Question

Topic: Branding

Brandmarketing: A Company With Different Entities

Posted by Anonymous on 10/16/2007 at 7:47 AM ET 250 Points
Hello all,

I'm from Holland.

I was wondering how you can market you brand if the company has more entities.

I have 4 companies under one 'umbrella'. How can i put the diffrent services of the company and the diffrent brands on the market?

How should i communicate this to my clients? Or for example: Should i put a sticker on my car of 1 company or all the companies. How should i make publicity...

Is there a plan that can help me with this.

Thank you all for answering my questions.

With my kind regards,

Yara
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RESPONSES

  • Posted on 10/16/2007 at 8:17 AM Accepted
    Firstly you need to check on equity status. enhance what is existing unless if it is really bad
  • Posted by ilan on 10/16/2007 at 10:52 AM Accepted
    Learn from books that talk about brand architechture. That is your issue.
    David Acker is a famous branding guru, and deals with this issue in all his books, try to get some.
    I'll be happy to communicate with you on this via e-mail, I teach the subject at the University of Chicago.
  • Posted by iFocus on 10/16/2007 at 11:48 AM Accepted
    This last year posting could help you out:
    https://www.marketingprofs.com/ea/qst_question.asp?qstID=14944

    Check out the following as well, Star Alliance made of 17 airlines: https://www.thaiair.com/About_Thai/Public_Information/Company_Profile/Star_...
  • Posted by Tracey on 10/16/2007 at 1:35 PM Accepted
    Hi Yara,

    That is a very 'big' question that cannot really be answered in a forum. I highly recommend the book "Kellogg on Branding". It covers branding strategy and brand extensions pretty thoroughly. Hope that helps.
  • Posted by SteveByrneMarketing on 10/16/2007 at 2:14 PM Accepted
    Tracey is right, it is a big topic.

    You could create an umbrella brand for all others. Or focus on your clearest "best opportunity" brand for a start.

    Here's an article they may help clarify your options:


    https://www.marketingprofs.com/ea/res_detail.asp?resID=349
  • Posted on 10/17/2007 at 12:55 PM Author
    I thank you all for answering. Thank you for the good advices.

    Could someone tell me where i have to start to write this plan. Is there a structure for this plan. I can't find it and i never have written such a plan. I once wrote a marketingplan for my company but this is diffrent.

    Thank you.

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