AJAY KUMAR

Dual Branding

What it Means

It is the combination of two

different brands by the same

firm with each contributing its

own specific meaning to the

brand architecture.

Advantages

Increase the market share

Saturating the market by filling all price

and quality gaps

catering to brand switchers users who

like to experiment with different brands

keeping the firm's managers on their

toes by generating internal competition

Disadvantages

Brand Cannibalization

Difficult to manage two different

brands, due to splitting in Ad-

spend.

Possibility of blurring brand

identity in the eyes of the

consumer.

Duplication of roles of the

corporates.

Success Strategy

Brand Positioning

Differentiate Products/services

from the existing one

Different target segment for each

brand

Appeal to different Buying

Motives

Few Examples

Best Buy & Future Shop for consumer electronic goods

Danfoss Drives & HoliP

Wendy’s & Arby’s in Restaurant Chain

Steinway Pianos & Boston and Essex

Seagate & Maxtor

Toyota & Lexus

Dow Corning & Xiameter