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Branding...

Have been giving this a lot of thought since we discussed it in Diploma lectures on Monday.

What I'm wondering is why certain companies try and include their name on the majority of their products (eg Nestle/Kelloggs have their names on most of their brands) whilst others don't (eg Diageo is a huge company, but you never see their name on the supermarket shelves even if their products have a significant display).

Do people have more trust in known companies for things like Cereals as opposed to things like alcholic drinks?

Or could it be something to do with major branding of alcholic drinks being a more modern phenomenon? With a large amount of non-major brands out their and more botique brands is this influence toning things down somewhat?

Comments

( 4 comments — Leave a comment )
cartesiandaemon
24th Sep, 2005 11:38 (UTC)
*Do* Nestle? I thought they made lots more sweets than I knew?

I assumed it was something like within cereals, Kellogs is a good brand, but if you make lots of different things it pisses people off and you try to develop individual brands?
hmmm_tea
24th Sep, 2005 12:04 (UTC)
Nestle don't put their name on all their products (why not?), but they do on a wide range of stuff. Not just cereals, but a lot of the chocolate, etc, etc. However sometimes the use of another brand makes sense (eg putting Nestle on their pet foods may reduce sales of their human aimed food products), but others it seems random.

Diageo don't put their name on any of their products and they are just alcholic drinks, so not as widely spread as Nestle.

Kelloggs still have individual brands (eg Frosties, Rice Crispies, etc, etc - mostly well known), but very much seem to push to have themselves associated with them.
(Anonymous)
24th Sep, 2005 13:04 (UTC)
Many of the Diageo brands were originally companies in their own right and have over 100 years of branded history behind them. maybe that's why they do not use the parent company name on the products?
hmmm_tea
24th Sep, 2005 13:13 (UTC)
Yes, true, could well be the answer...

However, companies like Nestle also buy established brands. Surely getting a well known brand and subtley putting your own name on the front label somewhere (next to the brand name seems traditional) is a good way of getting yourself associated with that product and hence promoting the rest of your product range?
( 4 comments — Leave a comment )

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