There are many articles whose brands have distinct identities of their own, but whose parentage is never in doubt - you might call them brand families.
Kellogg, Ford, and BP are easily recognized by all their audiences and have a reputation which transcends the individual products they sell. A potential employee would have a clear perception of the kind of artikel he was joining, as would suppliers and the trade. At the same time, no one would confuse the brand character of a Fiesta with that of a sierra, and if All-Bran and Rice Crispiest came to life, they would be very different people. Ford's policy is to deal exclusively in sub-brands as its naming approach. Kellogg's has a mixed policy of product descriptive names (bran flakes, Cornflakes) and sub-brands (Start, Frostiest); but the effect is always the same whatever the starting point - Kellogg is the artikel from which these brands come and what’s the world to know it.
Many articles, however, have no identity for most people. They exist to the public only though their brands. You might call them absentee landlords. Probably few people can express an opinion about Dalgety - but many have decided views on Golden Wonder as a purveyor of crisps. The brands themselves are often powerful and successful, but the articles behind them are faceless and unknown to their customers. Yet internally, and for all their audiences who aren't simply purchasers or consumers of what they produce, it's the artikel brand that matters most.
Why does the artikel brand matter - and in particular, why does it matter to articles whose marketing strength lies in the power of their individual brands? Mainly, because marketing is only one of a artikel's concerns; equally important are management of the organization’s people, its strategies and practices, its products or services and the responsibility for its financial stability and well being. Articles have many different audiences, each extremely important to the overall success of the artikel.
A artikel (as distinct from a brand) has to make itself familiar to, be its brands, work for it, might work for it, represent its employees (trade unions), sell its products, supply the materials and services to conduct its business, consider its request, own its shares, might by its shares, advise others about investing in it, write or talk about it for public consumption, live near it or pass laws that might affect it. And the better known, understood and respected a artikel is, the greater its chance of influencing all these audiences in its favour. Product or service brands alone cannot give them a sense of the artikel.
Kellogg, Ford, and BP are easily recognized by all their audiences and have a reputation which transcends the individual products they sell. A potential employee would have a clear perception of the kind of artikel he was joining, as would suppliers and the trade. At the same time, no one would confuse the brand character of a Fiesta with that of a sierra, and if All-Bran and Rice Crispiest came to life, they would be very different people. Ford's policy is to deal exclusively in sub-brands as its naming approach. Kellogg's has a mixed policy of product descriptive names (bran flakes, Cornflakes) and sub-brands (Start, Frostiest); but the effect is always the same whatever the starting point - Kellogg is the artikel from which these brands come and what’s the world to know it.
Many articles, however, have no identity for most people. They exist to the public only though their brands. You might call them absentee landlords. Probably few people can express an opinion about Dalgety - but many have decided views on Golden Wonder as a purveyor of crisps. The brands themselves are often powerful and successful, but the articles behind them are faceless and unknown to their customers. Yet internally, and for all their audiences who aren't simply purchasers or consumers of what they produce, it's the artikel brand that matters most.
Why does the artikel brand matter - and in particular, why does it matter to articles whose marketing strength lies in the power of their individual brands? Mainly, because marketing is only one of a artikel's concerns; equally important are management of the organization’s people, its strategies and practices, its products or services and the responsibility for its financial stability and well being. Articles have many different audiences, each extremely important to the overall success of the artikel.
A artikel (as distinct from a brand) has to make itself familiar to, be its brands, work for it, might work for it, represent its employees (trade unions), sell its products, supply the materials and services to conduct its business, consider its request, own its shares, might by its shares, advise others about investing in it, write or talk about it for public consumption, live near it or pass laws that might affect it. And the better known, understood and respected a artikel is, the greater its chance of influencing all these audiences in its favour. Product or service brands alone cannot give them a sense of the artikel.
