We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit, and value creation, allowing our people, our shareholders, and the communities in which we live and work to prosper.
Secondly, the marketing of a product can be conducted through signifying the product with the name of the company. Extending the benefit of the overall brand is known as a hybrid brand. Kotler and Pfoertsch (2010) observe that certain products of a company can be marketed simply by relating their identity to the holistic company brand.
The products of a company can also be marketed by incorporating them under the company or master brand name, which is known as an umbrella brand or family brand. To this end, Phillips, Doole, and Lowe (1994) observe that firms such as Heinz, Kellogg’s, and Cadbury market their products under their company name or family name1. For example, Heinz ketchup’s and sauces: Classico, Heinz Ketchup, and Heinz Salad Cream; meals and snacks: Bagel Bites, T.G.I. Fridays Mozzarella Sticks, and Ore-Ida Potato; infant/nutrition: Heinz Nurture Infant formulas, Plasmon Infant Food, and Wattie’s Gravy. Kellogg’s, with its 490 products, shows how one company can expand through the creation of specific product attributes, from Kellogg’s Rice Krispies Treat to MorningStar Farms Meal Starters. Finally, Cadbury is known for its love of chocolate, which is varied in products such as Cadbury Dairy Milk Chocolate Bars, Cadbury Mini Rolls Cakes, Cadbury Digestive Biscuits, Cadbury Drinking Chocolate Drinks, Cadbury Dream Sticks Ice Cream, and dessert boxes that are filled with chocolate treats.
On the other hand, a distinct brand is based on differentiation from the clutter of lookalike products that are on the market. Several measures can ensure that a