NUKE and Philips EVENT use two different branding strategies to offer products for target consumers. What branding strategies do they adopt? BY squawk’s NUKE (2012) is one of the brand lines of MAP Jamb. It sells baby care products, like feeding bottles, teats, soothers, nursing products, safety items etc. NUKE adopts the line extension, which is a kind of brand extension strategy. Brand extension is that a firm (I. E. MAP Jamb) uses an established brand (I. E. NICK) to introduce a new product (I. E. Silicone PREMIUM CHOICE -read size 1, small hole) (Kettle, & Keller, 2012, . 282).
In addition, it selects the line extension that the parent brand (I. E. NICK) covers a new product (I. E. Silicone PREMIUM CHOICE Teat size 1, Small hole) within a product category it currently serves (I. E. Nursing aids). Philips EVENT is one of the brand lines of Philips (2012), which is the mother and child care – brand portfolio of Philips. Brand portfolio is the set of all brands and brand lines a particular firm offers for sale in a particular category or market segment (Kettle, & Keller, 2012, p. 284). Its products include: baby bottles, breast umps, breast milk storage etc.
The category extension of brand extension is adopted by Philips EVENT. Kettle, and Keller (2012) mention that an established brand (I. E. Philips EVENT) is used to introduce a new product (I. E. DETECT baby monitor). The parent brand (I. E. Philips EVENT) is used to brand a new product (I. E. DETECT baby monitor) which enters a different product category from those it currently serves. The new product belongs to a new category – baby monitors (p. 283). Comparing the branding strategy between NUKE and Philips EVENT, NUKE is more effective to attain its target consumers.
There is a strong basis of fit. Even though NUKE introduce new product (Silicone PREMIUM CHOICE Teat size 1, Small hole), it is suitable to its brand image; NUKE is a traditional brand that provides baby care products since 1956 (NUKE, 2012). Kettle, and Keller (2012) state that consumers have certain cognition about NUKE. So, line extension can improve odds of new product success; consumers can make inferences and form expectations about the performance of the new product (Silicone PREMIUM CHOICE Teat size 1, Small hole) eased on the current products (standard teats) of NICK.
Moreover, the new product provides positive feedback to the parent band. It can help to clarify the meaning of brand and its core values (p. 286). Instead, Philips EVENT enters a different product category (DETECT baby monitor); even it enters skincare product to mother, like Moisturizing Nipple Cream. Philips EVENT does not have strong equity because it is not able to output more products. It is known that Philips mainly provides lighting products and technology products such s television, mobile phone etc.
Philips is one of the outstanding brands in electronic. It is in the top 100 brands in the world (Interbrain, 2012). Philips uses their corporate band as an umbrella brand across their whole range of product (Kettle, & Keller, they may confuse Philips. There is a brand dilution that consumers no longer associate a brand with a specific product and start thinking less of the brand – Philips (Kettle, & Keller, 2012, p. 287). Thus, I think NUKE adopts a better approach to reach its target consumers.