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Multibranding: Symptom of an Unclear Branding Policy
Author(s) -
Visser Edwin
Publication year - 1998
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1998.tb00196.x
Subject(s) - dependability , business , quality (philosophy) , dual (grammatical number) , advertising , marketing , brand names , computer science , art , philosophy , literature , software engineering , epistemology
BRANDING IS A strategy for building relationships with consumers. Much more than a graphic, a brand conveys messages about quality, price, dependability, and many other attributes. In hopes of creating more desirable products, companies today are combining messages in dual‐ and multibranded offerings. Edwin Visser argues, especially in the case of multibranding, that this kind of layering is generally counterproductive, diluting brand messages and leaving consumers unsure about what they might be getting.