Sometimes good naming is more common sense than courage. Anheuser Busch decided to spin off as an independent company the large commercial baking company Campbell Taggart Inc. it had acquired. Seeking a more expressive name, management selected one of their regional bread brands, redesigned it, and elevated. The competition-based perspective of brand positioning emphasizes distinguishing a brand from competing brands on benefits important to customers. By contrast, the customer-based perspective focuses on how consumption of the brand and the category is relevant to customers’ lives. Adopting a customer-based approach requires uncovering the abstract meanings associated with consumption of a particular brand or the general category. The way you are treating the branding now makes sense, sending investor materials out from the parent company while referring to individual projects by their names. The company or parent has pretty much remained invisible over the years, with the focus being on building the franchise brands. The success of the franchise brands is key, however, we also need to build the brand equity of the company/parent brand, which I don’t believe is happening. For instance, if some of the franchise brands own very different positions in target customers’ minds, linking them all to the parent/company brand may blur those differences or reduce the appeal of one or more of the franchise brands. Another way to link all of the franchise brands to the parent brand is to create a strong parent brand identity that could be applied across all of the franchise brands in a way that still provides room for individual franchise brand identities. One of the questions you will have to answer is how much of the identity needs to be the individual franchise identity versus the parent company identity. This will inform how you link the brands and which identity becomes more or less dominant.
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5 Do’s And 1 Don’t For Smarter Brand Naming