Question

Topic: Branding

How Many Brand Names Can A Small Company Handle?

Posted by Anonymous on 1/15/2004 at 4:11 PM ET 125 Points
As a small company we are working hard and creatively to get our company name out there, and we have a solid brand name for 2 leading products. Now we're thinking of introducing another name to cover both of the products - a family name for the group of products - and we're worried that we'll dilute all of the brands and our company with too many names out there.

What's the right number and emphasis for branding?
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  • Posted by williamarruda on 1/15/2004 at 6:57 PM Member
    The challenge with branding products is that all your brand equity ends up in the products. You then have to ride the rollercoaster of product life cycles, etc. Lotus, the software company, discovered this. First they were 1-2-3, the most innovative software to have been developed. After Microsoft came out with Excel, Lotus was left with a tarnished brand. But they came back when the launched Lotus Notes, only to sink to another low after Microsoft Outlook was released. To avoid these riding the product waves, build brand equity in your corporate brand and people who become evangelists will be interested in ALL your products.
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