Here Is An Example of How To Jeopardize All Your Brands

F&N Brands

Today I suddenly realize F&N (Fraser & Neave) owns a lot of popular brands in Singapore such as Magnolia, 100 Plus, and NutriSoy as F&N stamps “F&N” on all its products.

The good thing for them is that soon people would realize F&N is such a wonderful company with so many good products. No doubt their corporate image would be strengthened. Consequently, when F&N expands its product lines, it’s easier and faster to receive recognition. But, it’s really quite stupid to consolidate different brands and heavily promote it.

It’s dangerous. Imagine what happens if one brand gets ruined? All brands get hurt. You don’t have to attend MBA school to understand this. When you have all brands consolidated under one corporate brand, people remember them and tag every brand with your corporate brand. When one brand image is damaged, the corporate brand gets hurt and consequently hurts all the other brands.

It’s not branding. Pizza Hut would have failed to become a recognized brand in pizza if Yum Brands put “Yum” besdie every brand name. In fact, lots of people still don’t know KFC, Pizza Hut, and Long John Silver’s are actually from the same company. when you want to build a strong brand presence in a separate category, you do want to separate the current brand association in people’s mind.

One name, one brand. 

More on Digital Strategies

According to JupiterResearch, the best Internet brands in American are: Google Yahoo! Amazon eBay MySpace Microsoft (including MSN) AOL Apple The interesting findings are: Google enjoyed more popularity among Apple and Amazon fans. But, it didn't rate as high with ...
READ MORE
Taobao.com Expanding from C2C to B2C Online Mall
Taobao.com, C2C branch of Alibaba Group, achieved 43.3 billion yuan (over US$6 billion) total online sales in year 2007; it has recently launched its B2C section: Taobao Mall, giving numerous ...
READ MORE
You Suck?
Does your brand or product suck? Google it yourself. Say your company has a brand called "starabcd" (hope this doesn't really exist), search "starabcd sucks" in Google and see yourself ...
READ MORE
If your company has a website and it does provide useful information to your customers (or potential ones), you should let people know your website URL. Here are 5 tips ...
READ MORE
Marketing Pilgrim points me to a great post at Business Edge which helps you see the benefits of corporate blogging. Here it is: Company bloggers can help put out fires I'm sure ...
READ MORE
Best Internet Brands In America
Taobao.com Expanding from C2C to B2C Online Mall
You Suck?
5 Places Your Company URL Should Appear
Should Company Have A Blog?

Subscribe for Free