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| Topic: |
Business
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| Number of pages / Number of words: |
8 / 2076 |
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A brand can also provide a guarantee of reliability and quality. Branding has become so important that today hardly anything goes unbranded. (Kotler, 2002)
UMBRELLA BRANDING
Umbrella branding is the form of product branding where brands are to other brands of the overall corporate brand (Pickton and Broderick 2005)...
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And there is family umbrella branding: the company has a corporate brand and separate brands for the products, for example Kraft
Using the already present brand name has some advantages. The brand is already familiar to the consumer and is a brand which already has a existing positive image. Using the existing brand name would strenghten the overall brand awareness...
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