Limited Time Offer: Save 40% on PRO with code GOPRO2018

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!

Know-How Exchange

Topic: Strategy

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 25 Points
I'm really confused as to what their branding strategy? Can someone please explain it to me? Is it multi-branding?

  • Posted on Accepted
    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.

  • Posted by Markitek on Accepted
    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.

Post a Comment

Most Popular

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 MarketingProfs: Your data is secure with MarketingProfs SocialSafe!