A number of different types of brands are recognized. A "premium brand" typically costs more than other products in the category.

 

An "economy brand" is a brand targeted to a high price elasticity market segment.

 

A "fighting brand" is a brand created specifically to counter a competitive threat.

 

When a company's name is used as a product brand name, this is referred to as corporate branding.

 

When one brand name is used for several related products, this is referred to as family branding.

 

When all a company's products are given different brand names, this is referred to as individual branding.

 

When a company uses the brand equity associated with an existing brand name to introduce a new product or product line, this is referred to as "brand leveraging"

 

When large retailers buy products in bulk from manufacturers and put their own brand name on them, this is called private branding, store brand, white labeling, private label or own brand (UK). Private brands can be differentiated from "manufacturers' brands" (also referred to as "national brands").

 

When two or more brands work together to market their products, this is referred to as "co-branding". It normally happened in a joint-venture business.

When a company sold the rights to use of a brand name to another company for use on a non-competing product or in another geographical area, this is referred to as "brand licensing."

An "employment brand" is created when a company wants to build awareness with potential candidates.  This happens in entertainment business.

So when we do the corporate identity, design logo or corporate visual images, we need to consider the key points so we make it clear for our clients' brands and positioning to the markets.  Please contact Jomie Leung by e-mail