Become a Member
Guides and Reports
Show All »
Metrics & ROI
Search Engine Marketing
More Marketing Topics »
See All »
Schedule of Events
Virtual Conference Series
Products and Services
Post a Question
Quick Start Guide
Find and Post Jobs
Real-World Education for Modern Marketers
Join Over 610,000 Marketing Professionals
Ask your question ... sign up today! It's FREE!
Just for Fun
MProfs PRO Seminar Q&A
Search more Know-How Exchange Q&A from Marketing Experts
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.
11/14/2009 at 8:20 AM
I am closing this question since it's more than 2 weeks old. We do this to reward the contributions of participants in a timely manner + to give increased visibility to the newer questions.
Thanks for participating!
Carrie (Production Editor)
BACK TO TOP
Post a Comment
Outsourcing Your Content Creation: Agencies vs. Freelancers
by Michael Gerard
How to Overcome the 'No Time to Create Content' Challenge
by Joe Chernov
How Many Marketing Emails Never Reach Consumers' Inboxes?
by Ayaz Nanji
What the ALS Ice Bucket Challenge Can Teach Us About Content ...
by Lauren Covello
This Writing GPS Helps You Create Ridiculously Good Content
by Ann Handley
See more marketing articles »
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that
provide your social data to 3rd parties
contact friends on your network
post messages on your behalf
interact with your social accounts
Your data is secure with