When marketers decide to use only one brand name to launch a new product, choosing a suggestive brand name will lead to higher purchase intent and overall liking scores in product concept tests than using a non-suggestive brand name. If marketers use a dual branding strategy, they should use two suggestive names. A dual branding strategy allows marketers to use the parent brand name to launch other products in the future without having to reposition the brand. If P&G marketers in the 1980s had considered dual brand strategy, they might not have launched four shampoo brands in China; namely, Rejoice, Head & Shoulders, Pantene, and Vidal Sassoon. Because ‘Rejoice’ in Chinese meant ‘soft and smooth,’ Rejoice could not offer hair styling products to ‘fix’ hair. P&G had to invest a huge marketing budget to build a new brand, Pantene, (with non-suggestive brand name) to offer shampoo, conditioner, and hair styling products.
We do not, however, recommend that marketers simply choose a dual branding strategy for all of their new products. Situations exist in which marketers must create different brands and brand images to appeal to distinct groups of target consumers. For example, a sports drink brand aimed at individual achievers may not be appropriate for consumers who like to socialize with their friends through leisure sports. Consider the case of PepsiCo in China, which positioned Gatorade as a performance sports drink for individual athletes and other consumers who sought greater levels of personal athletic achievement. By contrast, Danone positioned Mizone as a flavored water drink that contained added vitamins and minerals, and was designed for most consumers to quench their thirst after engaging in leisure exercise with friends. The market share of Mizone flavored water was much higher than that of Gatorade because the former had a larger target demographic segment and projected a brand image that was more relevant to the majority of consumers. Mizone flavored water and Gatorade sports drink are two different products, with different brand images; they appeal to different consumer groups. It is interesting to note that when Danone used Mizone as the brand to introduce a new product to compete with Gatorade, the Mizone sports drink had very low market share and was not successful.
When marketers decide to use only one brand name to launch a new product, choosing a suggestive brand name will lead to higher purchase intent and overall liking scores in product concept tests than using a non-suggestive brand name. If marketers use a dual branding strategy, they should use two suggestive names. A dual branding strategy allows marketers to use the parent brand name to launch other products in the future without having to reposition the brand. If P&G marketers in the 1980s had considered dual brand strategy, they might not have launched four shampoo brands in China; namely, Rejoice, Head & Shoulders, Pantene, and Vidal Sassoon. Because ‘Rejoice’ in Chinese meant ‘soft and smooth,’ Rejoice could not offer hair styling products to ‘fix’ hair. P&G had to invest a huge marketing budget to build a new brand, Pantene, (with non-suggestive brand name) to offer shampoo, conditioner, and hair styling products.We do not, however, recommend that marketers simply choose a dual branding strategy for all of their new products. Situations exist in which marketers must create different brands and brand images to appeal to distinct groups of target consumers. For example, a sports drink brand aimed at individual achievers may not be appropriate for consumers who like to socialize with their friends through leisure sports. Consider the case of PepsiCo in China, which positioned Gatorade as a performance sports drink for individual athletes and other consumers who sought greater levels of personal athletic achievement. By contrast, Danone positioned Mizone as a flavored water drink that contained added vitamins and minerals, and was designed for most consumers to quench their thirst after engaging in leisure exercise with friends. The market share of Mizone flavored water was much higher than that of Gatorade because the former had a larger target demographic segment and projected a brand image that was more relevant to the majority of consumers. Mizone flavored water and Gatorade sports drink are two different products, with different brand images; they appeal to different consumer groups. It is interesting to note that when Danone used Mizone as the brand to introduce a new product to compete with Gatorade, the Mizone sports drink had very low market share and was not successful.
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