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Understanding Range Branding strategy
Range branding permits brand’s expansion into nearby territories of complementary products which support the main product’s usage. Brands can move beyond product complementary. The expertise developed in some area by the firm is used in launching different products.
Range brands encompass many products under a single banner. They share a common promise and range of brand’s area of competence. A single brand concept brings products together.
For example, Nestle uses its Maggi brand for its range of fast foods like Maggi noodles, sauces, super seasonings, Tonite’s special, dosa mixes and soups.
Merits of Range Branding
1. Formation of brand equity is the very important advantage of range branding. Products under range branding share a common name. Brand building efforts do not get dissipated.
2. Other new products which are consistent with the brand can easily be held in the embrace of range branding. As a result, cost of introducing a brand in the marketplace is less. The Ayurvedic concept for example is passed on to new products which share its idea at lower expenditure.
Demerits of Range Branding
1. The most important drawback is that when range branding embrace too many products, the meaning of the concept may get diffused.
2. Over stretching weakens the brands.