Page 67 - PRODUCT
P. 67
3. Combination brand names
A combination brand name brings together a family brand name and an
individual brand name.
The idea here is to provide some association for the product with a
strong family brand name but maintaining some distinctiveness so that
customers know what they are getting.
Example: Proton has combine their company name and individual
brand name of their car: PROTON EXORA
6.3 BRAND STRATEGY DECISION
6.3 BRAND STRATEGY DECISION
1.Line extensions
Line extensions occur when a company introduces additional items in
the same product category under the same brand usually with new
features, such as new flavors, forms, colors, added ingredients,
packages size and so on.
This is a low-cost, low-risk way to introduce new products. However,
there are the risks that the brand name becomes overextended may
confuse consumers.
Example: Maggi has introduce a variety flavour of instant noodle: Curry
flavour, Asam Laksam flavour, Tom yam flavour
