Companies such as Coca Cola and Hershey used to advertise separate brands within the umbrella separately. But now they are moving towards the master brand being promoted. While this was relatively common for companies such as BMW and P&G, for the likes of Hershey it is a new concept. This gives them several advantages such as a cohesive impact to media channels. Due to the fragmented media, separate brands get lost out with miniscule individual shares. But the overall brand gets much higher ratings under digital marketing. It helps with customer service as single entity manages their complaints or feedback leading to overall better retention. It also provides the company greater flexibility as costs get managed under single umbrella. The overall brand equity enhances. The brand as a whole can also ward of threats from competitors or startup market disruptors. Though some limitations exist such as the lack of market segmentation, overall this is a better strategy suited to the present times.


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