5.10 : 品牌策略

There are five brand development strategies. These are:

Line Extension which is about companies expanding their product line with new variants, flavors, or features under the existing brand to capitalize on its success.

For instance, Coca-Cola introduced Zero, Diet Coke, and flavored versions to attract diverse consumers.

Brand Extensions involve introducing a new product under an existing brand leveraging its reputation to venture into a new category.

Apple expanded from computers and smartphones to wearables with the Apple Watch.

Multibranding involves marketing multiple brands within the same product category where each brand has a unique identity, targeting different consumer segments.

 P&G markets laundry detergents Tide and Downy, catering to different preferences and price points.

New Brands are introduced when a company wants to diversify or if an existing brand's influence declines.

Toyota expanded its lineup to include hybrid electric and hydrogen fuel-cell vehicles appealing to environmentally conscious consumers.

Rebranding involves altering a brand's identity, image, or position to enhance its perception and relevance.

Dunkin Donuts rebranded itself as 'Dunkin'- to reposition as a beverage-focused brand.