Question

Topic: Branding

Using Parent Brand Name

Posted by Anonymous on 7/21/2008 at 12:48 AM ET 450 Points
Hi,

I am doing a study to analyze the effects of using a parent brand name on a club started by the brand to increase customer engagement and to increase insights on customer behavior.

Lets say if a brand X which sells video games wants to start a club for parents and kids to come together and the club host events such as competition for kids (not video game competitions but maybe poetry or painting), Is it a good idea from the brand to name the club with the existing parent brand name like Brand X club or

should the brand treat the club as a new brand?

Also please let me knw if there is a case study which isnt on line extension but specific to the naming of clubs by brand.

Thanks
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RESPONSES

  • Posted by Levon on 7/21/2008 at 1:43 AM Accepted
    A corporate parent name is only as good as the brand its self. You can almost say a kid brand is only as good as the parent's that raised them. Sometimes brand extensions don't work -- for example when Anheiser Busch created a line of micro brews and word got around that they were Busch and the beer lost its appeal. You know the rest...
  • Posted by Jay Hamilton-Roth on 7/21/2008 at 9:14 AM Accepted
    It depends on the target market. If brand X is well-known by the demographic AND the new club wants to target the same people AND the club will appeal to a subset of the brand, then it might make sense to leverage the name. However, the brand might also confuse people who aren't interested in video games but would be interested in the parent/child competitions, etc.
  • Posted by Peter (henna gaijin) on 7/21/2008 at 12:58 PM Accepted
    If the club is focused around the products of the parent company brand, then using the name would be useful.

    If the club is doing things different or has a different focus (as it sounds like it might, given the description of providing poetry or painting competitions, where the parent company does video games), then using the parent company brand may not be useful towards increasing customer engagement with the parent company's products.
  • Posted on 7/21/2008 at 2:22 PM Accepted
    Risking disagreement with some of my colleagues' responses above, I would say that if the brand has longevity and consumer esteem coupled with a known, honest relationship to kids products, then the brand needs to be leveraged.

    It doesn't have to be the focus, but it has to impact the reputation of the new product as part of a "saleable proposition".

    Brands strive to be "iconic" so one must be careful how to use them - judiciously, they can drive sales. Helter-skelter, they lose esteem and respect.

    Good luck,
    Mayrah
  • Posted on 7/24/2008 at 12:57 AM Author
    Hi,

    Thanks for all the response. All your view have greatly helped me.

    However since the study need to be credible i would need a case study that involves a brand with a club which is kept as a separate brand.

    Please do let me know if you can locate a case study for me or please do just tell me the name of the brand and i can look it up online.

    Cheers
    Imran
  • Posted on 7/28/2008 at 1:35 PM Author
    Hi,

    Thanks for your responses.

    Appreciate your help.

    Cheers
    Imran
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