Brand Identification Decisions

Marketing dictionary

Brand Identification Decisions

decisions relating to the type of brand to give to a product; four brand identity alternatives are available - single brand name ('Pal' dog food), product-line brand name (Sears' Kenmore home appliance range), corporate brand name ('Kellogg's Sustain') and corporate family name ('Heinz Baked Beans').

See: Individual Brand Family Brand Corporate Branding Single Brand Name

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