Question

Topic: Branding

Branding Same Product Through Two Channels

Posted by Anonymous on 9/16/2010 at 7:04 AM ET 50 Points
I have a product that is sold in retail and by professional practitioners. The practitioners want their own label but we want to have brand recognition established. If I made the practitioners a professional label should I keep the label the same and just add the word "Professional" to it or should label look different?
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RESPONSES

  • Posted by Gail@PUBLISIDE on 9/16/2010 at 10:57 AM Accepted
    Absolutely keep the label the same and add "Professional Formula" to it. You want that brand recognition in name and visual.
  • Posted on 9/17/2010 at 11:21 AM Accepted
    It depends on the specifics of your industry. If consumers never see the packaging of the "professional" version, then it probably doesn't hurt to give your professional market its own label.

    It's really dangerous to answer questions like this without knowing the specifics, because there are always considerations that emerge when you understand the situation fully. Is the product heavily promoted among your consumer audience? What does your competition do? Etc.

    If you need specific one-on-one consulting on this, let me know. We've been through this drill with other clients before.
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