Chapter 4 of our latest free ebook - “The Power Of Industrial Brands� is published today. Each Monday we will be publishing a new chapter on our company blog which will be available for free download. As well as this, you can download each chapter as an audio podcast from this site.

Sub brands are part of a company’s family of brands and come under the overall umbrella of the main brand or company name. They can be very effective in support ing new and novel products, especially where they are initially unique. However, many companies confuse mere product or model identification names which could be inter-changed with numbers. Unlike identifiers, sub brands must be communicated and supported, they make a big call on the marketing budget. In many industrial markets the size of the market and the available budget precludes effective sub-brands or if they are used leads to an unsatisfactory marketing dilution. We also see how sub brands can weaken the main brand through creating confusion and blurring its identity.

To listen to Chapter 4 - Sub Brands and Brand Extensions, click on the player at the bottom of this post.

To download the ebook, visit our market research blog at www.b2binternational.com/b2b-blog.

For more information on branding click here.
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 The Power Of Industrial Brands - Chapter 4 [18:28m]: Play Now | Play in Popup | Download

This entry was posted on Monday, December 4th, 2006 at 10:52 am and is filed under Ebooks, Podcast. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.