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Johnson & Johnson's Branding Strategy?
Posted By: heo.sooji on 11/2/2009 9:50 PM (CST) 25 Points
I'm really confused as to what their branding strategy? Can someone please explain it to me? Is it multi-branding?

Posted by: PhilGrisolia=Results Accepted Answer
11/3/2009 6:54 AM (CST)
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.

Phil
 
Posted by: Markitek Accepted Answer
11/4/2009 1:31 PM (CST)
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.
 
Posted by: carrie77 Moderator Response
11/14/2009 7:20 AM (CST)
Hi Everyone,

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)
 


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