BRAND STRATEGY

DEFINITION

• Long-term plan for development of a successful brand in order to achieve specific goals

Explanation

• Stands for "what you are"
• A promise you make
• Personality you convey
• Includes logo, colors, slogan

LINE EXTENSION

• To use of established product brand name to a new items in the same product category
• Example: Oreo cookies

BRAND EXTENSION

• Strategy which accompanied with a well developed image use the same name for different product category
• Example: LG, Victorinox, Mercedes Benz

MULTI BRANDING

• Under different and unrelated brand, 2 or more similar and competing products are marketed by the same firm
• Examples: Uniliver

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NEW BRANDING

• Develop a new product, new name, new brand

CONCLUSION

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