What is Multi-brand?
Multi-brand is an add-on that allows you to simultaneously manage more than one brand. Multiple factors characterize each brand, which defines its identity. These factors are Help Center, email support addresses, different widgets, and plugins.
Besides those factors, there is one more that is equally important. That is social media platforms. Platforms like Facebook, Twitter or LinkedIn can help you form your brand effectively.
What Is Multi-brand Retailing?
When a store sells more than one brand, that is called multi-brand retailing.
Since customer’s behavior changed over the years, changes needed to be applied. That’s why now most of the multi-brand retailers have their own website in order to attract customers. And a website encourages customers to interact more. That means retailers will have an opportunity to gain customer loyalty.
Some of the examples of multi-brand retailing are:
- Big Bazaar
- Planet fashion
What Is Multi-brand Strategy?
MBASkool, management knowledge portal defined it well. „The marketing of more than two or more brands, belonging to the same or related category, by a company is called multi-branding. In this case, the brands are mostly substitutes of each other.“
In other words, it is the approach of the company that sells two or more brands in the same product segment.
Inevitable Steps wrote some pretty good advantages and disadvantages of multi-branding. Here are a few examples:
The advantages of multi-branding
- Competition between managers
- Leaving less space for competitors and obtaining more for yourself
- Using brand-switchers effectively, who enjoys experimenting with different brands
The disadvantages of multi-branding
- Cannibalization between brands
- Wrong business choices that lead to failure
- Your brand’s public image may become profit-oriented, rather than the customer
2 Examples of Multi-Brand Strategy
Procter & Gamble (P&G)
American consumer goods company, that sells a lot of different brands. From baby products to personal hygiene products for consumers. Some of them include:
- Old Spice
- Head & Shoulders, etc.
Picture 1. P&G brand examples
The biggest manufacturer of food and care products that produces several worldwide brands. Here are examples of a few brands, that are used by 2.5 billion people every day:
Picture 2. Unilever brand examples
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