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2.Brand extensions
Use an existing brand name to launch a product in a new category.
An existing brand name, but combines it with a new product category.
Thus, an existing brand name is extended to a new product category.
This gives the new product instant recognition and faster acceptance
and can save substantial advertising costs for establishing a new brand.
Risk: May confuse the image of the main brand. Also, if the extension
fails, it may harm consumer attitudes toward other products carrying the
same brand name.
Example: Panasonic set a same brand name for their variety product
line
3.Multibrands
Developing two or more brand names in the same product category
A company will often introduce additional brands into the same product
category.
There are various motives for doing this. Sometimes the company is
trying to establish different features and/or appeal to different buying
motives.
Example: Procter & Gamble on their personal care line: Olay (middle
class) and SK II ( upper class)
