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This question has been answered, and points have been awarded.
Johnson & Johnson's Branding Strategy?
Posted by Anonymous on
11/2/2009 at 10:50 PM ET
I'm really confused as to what their branding strategy? Can someone please explain it to me? Is it multi-branding?
11/3/2009 at 7:54 AM
Simply put, they have a branding strategy for each of their proprietary brands, as well as one for Johnson & Johnson, the parent company, the latter being how they position it as "A family company," a strategy meant to bring all of their individual brands under that single "umbrella."
Hope that helps.
11/4/2009 at 2:31 PM
Well to begin with SC Johnson not Johnson and Johnson is "the family company."
They are a true brand company: like Lever Bros and P&C and Unilever and, yes, SC Johnson, they package multiple products in multiple categories . Here, unlike say Ford or Microsoft, it's the brand name not the corporate name that is the focus. In this case, they don't offer competing brands into the same market (as P&G does) hoping to capture multiple segments.
Strategically they want you to think about the product not the company: when you cut your finger you want a Band Aid, not a bandage. When your breath smells you want Listerine, not a mouthwash.
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