Brand Strategy & Bluebonnet Case
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Post 1: What are the pros and cons of trying to use a single brand name in different markets, as opposed to creating unique brand names for various markets?
Post 2: Read Building Global Skills: About Bluebonnet Creameries. Respond to the following questions. Place the options in rank order terms of what you would recommend to the family that owns Bluebonnet. Discuss and potentially identify other options that might be considered.
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Solution Summary
The response provides you a structured explanation of brand strategy in different markets, & growing globally. It also gives you the relevant references.
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1. You should say that the pros of trying to use a single brand name in different markets is that the company is able to create a stronger brand through corroboration. The brand image is reinforced when the customer buys another product of the brand. There is a deeper impression created in the minds of the target market. The quality and positioning of a larger variety of products can reinforce the particular brand image than just one product. Every company has a brand equity which has financial value. This value has been created through marketing campaigns and advertising(1). By combining several products under one brand, the company is able to take advantage of its previous investment. These are common ways of combining value and investments. An important pro of using the same brand name from a different market is that the brand sends a message about the product quality to the customer. The association in the minds of the consumers can send a strong signal to the consumers in other markets. Similarly, a strong positioning achieved with one product is passed on to a new product when the single brand is used in different markets.
The cons of using a single brand name in different markets is that if the two products have different markets/entirely different and the departments marketing them have different goals then the use of a single brand name may fail. Using the same brand may affect the partner brand in an adverse manner. The main problem is that if anything goes wrong both the products are adversely affected. A negative perception in customer's mind may be carried over to other products sold under the same brand name or the same product sold in other markets(2). When the positioning of the product in different markets is different, using the same brand name dilutes the brand equity.
You should say that creating unique brand names in different markets have their advantages. These advantages are the firm can position its brands differently. For example, the same company can position one bathing soap ...
Education
- BSc , University of Calcutta
- MBA, Eastern Institute for Integrated Learning in Management
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