Mixed Branding - Coursework Example

Including resellers in this type of brand name is crucial since most of these resellers always have a large share of customers who they could influence buying their items. At times people don not just build brand loyalty around a product only because it comes from big companies. As a result, having a double identity increases the primary manufacturer's scope or reach as it taps into its market and the market share of its affiliate partners. There are moments when companies could opt for multiproduct marketing as their ideal mixed branding strategy.

• Advantages

A brand name allows companies that produce different products to differentiate them based on the value of each. For instance, Coca-Cola has a variety of quality drinks that cannot all be named after the company. Instead, different names are given to each based on the product used in its production. However, still having the logo of Coca-Cola on all these products is a statement to assure customers of the high standards that the company upholds.

Mixed branding is also crucial to an organization as it allows it to be as innovative as possible. In other words, a company could produce as many products as possible without the fear of losing its targeted niche market. This allows it to capitalize on every opportunity for growth within its industry. For instance, a technology company like Intel known to manufacture computers could venture out to add smartphone parts as part of its long list of Intel items. People would still buy these Intel products since they assume that they are of the same high quality guaranteed by the organization on its popular quality tech-products.

• Disadvantages

 Mixed marketing requires a lot of budgeting since new products introduced into the market take time before they are embraced. Therefore, more money should be set aside to push this new brand presence to the targeted audience. Keep in mind the fact that the market is already flooded with competitors who have already created a reputable image before this targeted audience. The advertisements could last for months or years on end, costing millions in expenses before the company finally penetrates the market. It is worth noting that this could also only be a gamble since the targeted audience might fail to embrace the product after all these advertisement strategies. It would be a major loss that could further threaten the existence of the organization.

It is also highly likely that an organization might have to increase its distribution channels. It might have to work with a larger number of distributors and retailers to make its new brand more accessible. Sadly, this brand image and name might be ruined by arrogant and ignorant distributers with poor customer care services. People would subsequently associate this poor reception to the brand image or name that a company is trying to push, making it harder to win over large masses to the brand. It is a hectic process that is, at times, not worth it unless an organization has conducted extensive research and understands a lot about market dynamics.