Topic: Branding

Brand Extension & Logo Variation

Posted by Anonymous on 200 Points

I was hoping you could be kind enough to advise me on a brand extension matter.

1. Lets say I have a brand name and logo called "ART" that specialises in fashion, entertainment, and publishing

2. I have five divisions in which I wish to sell my products and services being music, film/tv, fashion, cosmetics, and literature.

3. Heres my question, do I need to add sub-names to the logo (ART) for example...

music diffreriante the products and services or will it be "obvious" as the five divisions are very distinct and therefore can just use one logo.

Your expert advise will be much appreciated.

Thank you

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  • Posted by mgoodman on Member
    It depends on what you're trying to accomplish with the logo and name. If you simply want a name to identify the business, the sub-brand approach will probably be fine.

    If, on the other hand, you want the logo to communicate your positioning, you will probably need a different brand name for each product/division.

    A brand (and the logo that represents it) is a promise -- a promise to deliver certain benefits every time. If you promise different benefits for different products -- especially to the same target audience -- you'll confuse them by using the same name for every brand/product.

    That's why most sophisticated consumer packaged goods companies (like Procter & Gamble, for example) have different brand names for different products in the same category -- Tide, Bold, Gain, Era, Oxydol, Cheer, etc. -- all manufactured by the same company in the laundry detergent category. They could have named each product Tide, with a modification that spelled out the unique benefit of each one ... but that would have really confused people who thought they knew what Tide stood for.

    There's a good lesson there. If you don't have the budget that P&G has, you need your brand name to work as hard for you as it can. The better job you do of making the brand stand for a specific benefit, the more you need to have a different brand for each benefit/product/category. If you do a lousy job, then there's nothing wrong with using one brand name for everything.

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