This time my logo indicate the Royal in Me. I use lion as my character define me with lion in some extend. The color is gold refer to wealthy in mind.

When attempting to unite a series of brands within a single message, an “umbrella brand” strategy is one way to get your consumer, audience, or constituency to make you their first choice.

An umbrella brand is a high altitude articulation of difference and benefits with several sub-conversations captured beneath. It unites a series of sub-brands with one voice, leaving room for each sub-brand to engage in sub-conversations relevant to more precisely targeted markets, through use of different products and promotional means.
As with all effective brand strategy, umbrella brands require a single message, an expression of a commonsense benefit grounded in human emotion that opens the way to own the conversation within a business category.

Umbrella brands abound in business; examples include Virgin, Kellogg’s, Sony, and location brands such as Japan, Manitoba, and St. Louis.

Umbrella brand strategy can assist nonprofit organizations seeking to unite diverse local chapter needs with a national headquarters operation, by allowing room for chapters to share a national brand promise while demonstrating brand relevancy to their own local markets.
Picture your nonprofit organization communicating a clear, emotionally-engaging message. You could own the conversation and increase your resource base. Ask us how we can help you turn this vision into reality.

Sale of two or more competing brands by the same marketer. For example, the various dishwashing liquids made by Procter & Gamble to appeal to different segments of the market for that product. Marketers who use a multibrand strategy acquire greater market share than they could with fewer brands, even though one of their brands may somewhat cannibalize another. Multiple brands also enable marketers to acquire more shelf space and to respond to consumer demand for something new. In some companies, competition between their brand managers is believed to hone their skills. The key is to recognize the optimal number of brands that will deliver more benefit than it costs. There are diminishing returns as the number of brands increase. Cost efficiencies due to economies of scale decrease as production volumes are spread across a greater number of brands, and brand cannibalization increases.

PROS & CONS

Many companies opt for Multi Brand Strategy in order to generate economies of scale by using the basic advantages of the strategy.

But it cannot be denied that Multi Brand Strategy can fail due to poor management and due to adoption of unprofitable business models.
Multi Brand Strategy refers to a marketing strategy under which two or more than two similar products of a firm are marketed under Different Brand names. In most of the cases, these products are competing ones and are marketed under the Brand Names which are completely unrelated.
Several companies take up this Multi Brand Strategy, as the strategy offers some advantages. First of all, by adopting Multi Brand Strategy, a company can obtain greater space in the market, where little space is left for the competitor business houses.
Secondly, by promoting similar products under different Brand Names, a company can fill up the Price Gaps and Quality Gaps of the target market. In this way, the market can become saturated with the similar products of the same company.

In every market, there are some customers who frequently change brands in order to experiment with products of different brands. By adopting the trick of Multi Brand Strategy, a company can serve effectively to these Brand Switchers.
When a company undertakes Multi Brand Strategy, the managers of the company are bound to operate efficiently as internal competition is generated at a high degree.
The decision of a company in adopting Multi Brand Strategy depends on the success of the initial brand. If the initial brand becomes successful, then through franchising and retailing, a company can develop a second brand without generating much expense. The Franchises can promote both the primary and secondary brand through same advertisement. The marketing department of the company, can market the different multi brand products just in the way an agency works for multiple clients. All these advantages of Multi Brand Strategy can generate economies of scale.
But, it should be mentioned here that, in spite of all the advantages of Multi Brand Strategy, there are risks too which can challenge the success of this kind of strategy. It has been observed that, in most of the cases, Multi Brand Strategy fail because of poor management and wrong choice of business model.

A brand leveraging strategy uses the power of an existing brand name to support a company’s entry into a new, but related, product category. For example, the manufacturer of Mr. Coffee™ coffee makers used its brand name strength to launch Mr. Coffee™ brand coffee. While coffee machines and coffee beans are in different product categories, there is a strong enough correlation between the two items that the brand name has a powerful impact on consumers of both categories.

Brand leveraging communicates valuable product information to consumers about new products. Consumers enter retail outlets equipped with pre-existing knowledge of a brand’s level of quality and consistently relate this knowledge to new products carrying the familiar brand. Generally, consumers maintain a consistent brand perception until disappointed – creating a risky advantage for established brands.

Why is Brand Leveraging Important?

Brand leveraging is an important form of new product introduction because it provides consumers with a sense of familiarity by carrying positive brand characteristics and attitudes into a new product category. Instant recognition of the brand is established, and consumers with a favorable brand opinion likely will try a new product they perceive to have a similar quality level and attributes as their original favorite. Additionally, because the products are in different categories, they will not compete for market share – the crux of a successful branding strategy.

For example, Bic™ is a strong brand name with years of experience in marketing low-cost disposable plastic products such as the Bic™ pen. Thus, Bic™ is positioned well to introduce products that capitalize on these same basic strengths – products such as disposable razors and cigarette lighters.

To avoid disappointing brand-loyal consumers, the greatest risk involved in brand leveraging, it is important to maintain a consistent level of quality within the brand across category lines. Likewise, it is as important to leverage a brand only into new categories that are related to the original product. Trying to sell too many diverse products will dilute the brand name and yield poor results.

For example, the Frito Lay™ name is extended from potato chips into other types of snack foods and dips. However, an introduction of Frito Lay™ lemonade did not succeed because the fruity, sweet drink had little connection to other Frito Lay™ products. Other examples that did not work in the consumer market include Smucker’s™ ketchup, Ben-Gay™ aspirin, and Fruit of the Loom™ laundry detergent. However, M&M™ ice cream, Reese’s™ peanut butter, and Minute Maid™ orange soda experienced success because the brands held direct and logical connections to their new categories.

Additional advantages of brand leveraging include:

• More products mean greater shelf space for the brand and more opportunities to make a sale.
• The cost of introducing a brand leveraged product is less than introducing an independently new product due to a much smaller investment in brand development and advertising designed to gain brand recognition.
• A full line permits coordination of product offerings, such as bagels and cream cheese, potato chips and ranch dip, peanut butter and jelly, etc.
• A greater number of products increase efficiency of manufacturing facilities and raw materials.

Brand leveraging does present challenges. To avoid brand dilution, leveraging should be limited to entering only those categories that are directly related to the original product. Potential exists for damaging the reputation of the parent product if new products fail. Also, manufacturing and inventory costs may be higher as a result of product diversification.

Will Brand Leveraging Work for You?

A brand leveraging strategy will not work in every situation. There are important questions that should be considered in order to make the best decision for your brand:

• Does the new product fit into the established product family?
• Does the brand have attributes or features that easily and effectively carry into new categories?
• Is the brand name strengthened or diluted by representing two (or more) differentiated products?
• Does your company have facilities necessary to manufacture and distribute a new and differentiated product?
• Will sales of the new product cover the cost of product development and marketing?

A brand leveraging strategy can be extremely successful and profitable if it is correctly implemented and provides new products with the right image.

It is important to distinguish between corporate identity, brand identity, and brand image. Corporate identity is concerned with the visual aspects of a company’s presence. When companies undertake corporate identity exercises, they are usually modernizing their visual image in terms of logo, design, and collaterals. Such efforts do not normally entail a change in brand values so that the heart of the brand remains the same – what it stands for, or its personality. Unfortunately, many companies do not realize this fallacy, as they are sometimes led to believe by agencies and consultancy companies that the visual changes will change the brand image. But changes to logos, signage, and even outlet design do not always change consumer perceptions of quality, service, and the intangible associations that come to the fore when the brand name is seen or heard.

The best that such changes can do is to reassure consumers that the company is concerned about how it looks. Brands do have to maintain a modern look, and the visual identity needs to change over time. But the key to successfully effecting a new look is evolution, not revolution. Totally changing the brand visuals can give rise to consumer concerns about changes of ownership, or possible changes in brand values, or even unjustified extravagance. If there is a strong brand personality to which consumers are attracted, then substantial changes may destroy emotional attachments to the brand. People do not expect or like wild swings in the personality behavior of other people, and they are just as concerned when the brands to which they have grown used exhibit similar "schizophrenic" changes.

On the other hand, if the intention is to substantially improve the standing of the brand, then corporate identity changes can be accompanied by widespread changes to organizational culture, quality, and service standards. If done well, and if consumers experience a great new or improved experience, then the changes will, over the longer term, have a corresponding positive effect on brand image. If you are spending a vast amount of money on corporate identity, it is as well to remember this.

Brand identity is the total proposition that a company makes to consumers – the promise it makes. It may consist of features and attributes, benefits, performance, quality, service support, and the values that the brand possesses. The brand can be viewed as a product, a personality, a set of values, and a position it occupies in people’s minds. Brand identity is everything the company wants the brand to be seen as.

Brand image, on the other hand, is the totality of consumer perceptions about the brand, or how they see it, which may not coincide with the brand identity. Companies have to work hard on the consumer experience to make sure that what customers see and think is what they want them to.

Ingredient Branding is as suggested: a strategic branding effort to communicate the benefits and strengths of an ingredient and component (tangible or otherwise) of a product to heighten its perceived value. The desired consumer response is "Wow. It’s got this inside." or "Let’s buy this because it’s made with that."
There are many arguments for and against the use of ingredient branding with case-studies that have shown results and others that have flopped. The general consumer may not be familiar with the term but will be aware of the many examples in the market.
Some examples include:

Intel Inside
Personal computers with Intel chips inside. Apple Computers recently announced that they will be dropping IBM chips in favour of Intel for their future line of personal computers. (Food for thought – Now try imagining their television commercials signing off with that famous Intel Jingle)

NutraSweet
Diet soft drinks and confectionery with NutraSweet playing to the trend towards a subscription to a healthy lifestyle. How much sugar and a good thing is really too bad for you?

Made In Japan, Not China
"Made Better In 1st World Country And Proud" labels that play to the subscription that this product has higher production value and "Made In My Great Country I Love" branding that plays to patriotic consumer subscriptions.

Real Live Italians Inside
You find examples even at your local corner cafe and kopitiams. I walked past a neighborhood pasta deli once which had the distinguished label "Cooked By Real Live Italians" on its signage. Further down the road I came across a Chinese takeaway shop that had one of its own – "No Yucky, No MSG".

I have designed the logo of the bdfair365.com.

In today’s world, personal branding is essential. The job market is crowded and competitive. To make your mark and have an edge over others you need to have a clear idea of what you have and what you have to offer (and to whom)? What makes you different from other players in the same field? What do you have to offer that is demonstrably different, better, cooler?
Think hard and Dig deep inside yourself and find out. Once you have your message down, clear and concise, make the opportunities to communicate and market your self and how you can help.

Developing your brand

During the development of "BrandYou" you need to ask yourself some basic questions.
What are my skills , knowledge and talent.
Skills are something which you can do. It is how to do certain things. The accountant knows how to prepare a balance sheet, the surgeon knows how to operate, the software programmer knows how to write a piece of software.
Knowledge is awareness for example
Factual knowledge- which is fact based fro example you know the industry, each player, strengths and weakness , product line, manufacturing, …
Experiential knowledge – The knowledge which comes with the experience.
Talent is something which you do exceedingly well. It is because of certain thoughts and feeling repeatedly there is a route created in your brain.
The best part is knowledge and skills can be taught but the talent is in born.
It is the inner nature. You should brand yourself by your talent and have the knowledge and skills as the tool to polish and position this talent. It is easier to draw what is in rather than trying to put what is not there. Select your niche depending on your talent.
Let us take an example of Dhoni – a person who has risen in less than three years to super stardom. Today his popularity is even greater than Tendulkar – another person who has talent in truck loads.
Look how he has positioned himself. Is he a better cricketer in terms of skill than Dravid, Ganguly or Tendulkar . The answer is No. Is he more knowledgeable than the so many other cricketers both Indian and foreigners. Again the answer is No.
What is his talent ?
1) He is cool under pressure, he does not get panicky . Remember three finals -20-20 world cup, Indo Australia tri series and IPL, two he won and the last one he lost but he was cool and calm whilemaking his moveS. In fact the IPL final when he lost the match on the last ball, he with his team went into the huddle and said we played good cricket and we would celebrate it. There was no shame and sadness.. He commented that his team has admitted that they made mistakes as a team – the team made fielding and bowling and batting errors.
2) He backs his people and instills passion in his players. You could see the players ready to die for him.

Packaging your brand
A lot of money is spent on the packaging of the brands. The packaging is as critical as the product. As it is the first interface or touch point between the brand and the consumer Companies spend tons of money on the packaging of their goods and services. As an individual , the packaging of self on a basic level is the way one dresses, speaks , have likes and dislikes, spends his /her leisure time.
On an advanced level -your team, your vision, how you come across in your interaction constitutes the packaging.
Let us take the example of two of the most successful skippers in IPL – Shane Warne and Dhoni. As far as packaging is concerned – you cannot have two people who are more different from each other .
In todays world of noise and limited attention span the packaging sometimes is as important as the brand especially. in the initial phase .
One word of caution do not mistake packaging for brand or try to bluff people by copying packaging for a brand which you are not.

Treat mistakes as experience
In the quest for the mastery, you will fall , you need to get up and walk . Wipro founder- Azim Premji has said if you are meeting 80% of your goal you are doing fine but if you are achieving 100 % of your goal then you are not trying enough, the standards are too low. Raise your bar and stretch your goals..
When Dhoni was asked, how he plans to maintain his position of India’s captain, he said, "We will win more matches than we lose." He didn’t say that he will win them all, because he knows that losing is a lesson towards winning. A lot of us drive ourselves crazy by expecting to win every time we get on with our work. There will be good deals and bad deals, good days and bad days; success is about creating the good ones more often than the bad ones.

Never Be Satisfied
Branding self is not a onetime activity. We need to constantly reinvent pick up new skills, exposure into the sunrise industries, regions or functions. There is a need to revolutionize the portfolio of skills every five years. This is a minimum survival necessity. Changing may be painful, but we need to get out of our comfort zone. Remember : be distinct … or be extinct. So sharpen you saw. As Stephen Covey says in the book -Seven Habits of Highly effective people.

Your company name should have a common thread that leads to the core of the business. When this isn’t taken into consideration often mistakes are made. The same marketing energy that you use to develop your business name needs to flow throughout all integral parts of your business.

Your business name means everything when it comes to marketing your business, it could make or break your business, so do not take this part of planning lightly. A business name automatically contains a marketing element; your job is to choose a name that will help your marketing efforts. It’s not as difficult as it sounds, but you do want to spend some time doing it. I’ve listed some questions below that will get your creative juices flowing and jumpstart your thinking, so that you can begin developing ideas for your business name.

• Write down a description of your target audience.
• What problems does your business help them solve?
• Make a list of words and phrases that appeal to them.
• List three to five benefits that you offer to your customers.
• List out the names of 4 of your competitors.
• Make a list of characteristics that differentiate you from the competition.

Now take these answers and formulate a list of 5 to 7 names. Once you’ve chosen a name it’s time to put it to the test. Visualize your target audience and ask yourself the following questions:

• Can the proposed name be pronounced easily?
• Does it read quickly and clearly?
• Can you say it and others understand it, without having to spell it?
• Is it spelled as it sounds?
• Is it short? Experts recommend that a business name have eleven or less letters and four syllables maximum.
• Does it contain negative internal words?
• Is it unique and sensory? These two traits make words memorable.
• Does it spark interest? Is there a story behind it?
• Does it represent who you are? Is it authentic?
• Does it express or imply a desirable message?
• Can your employees say it proudly?

How did your proposed business name do? Is it a keeper or is it time to go back to the drawing board? Be honest with yourself, in the long run you will be glad you did.

Having a great name is a powerful force when it comes to your marketing campaigns. Your name differentiates you from competitors, makes an emotional connection with your audience, and helps to build a strong brand that your customers recognize and trust.