Branding Strategies in Marketing: Types & Examples

Instructor: Brianna Whiting

Brianna has a masters of education in educational leadership, a DBA business management, and a BS in animal science.

The goal of many companies is to sell products or services. But in order to do so, they need to let the public know what they have to offer. In this lesson we will learn about some key marketing strategies.


Meet Tabitha! Tabitha has decided to take her hobby of making homemade soaps and turn it into a business. Her friends and family are always requesting bars of soap, so she figures others might enjoy her soap as well. She decides to rent a small office space and then gets busy making an abundance of soaps. But, before her business can really take off, she needs to let the public know what she has to offer. How can Tabitha inform others that she has soap for sale? What Tabitha needs to do is to use marketing, or the act of advertising, and selling her product to potential consumers.

Frame of Reference Branding

There are several options Tabitha has when marketing her soap. The first one she considers is reference marketing or frame of reference. Frame of reference is the process of understanding and deciding which category your product falls within. This is important because it helps a company compete. Knowing what type of category your product falls in, helps a company know who else is competing in that category. For example, Tabitha needs to decide if her product is a luxury product, or perhaps an adult soap. Will she have kid's soap? Maybe it is a cleaning product, or is it a beauty product? There are many different categories her soap could fall into, so knowing which category she wishes to pursue will help her better compete.


Another technique is called multi-branding which is marketing at least two products that are alike and compete against each other. In other words, one company markets several products that are different brands, but compete against each other. This type of branding allows a single company to offer multiple products, which helps eliminate outside competition. It also allows a company to saturate a market because they offer many different options. And, if consumers switch brands, a company still profits because chances are, the consumer switched to another brand that they own. For example, Procter and Gamble, otherwise known as P&G, sells 66 brands, most notably including, Pampers, Head & Shoulders, and Tide. Tabitha realizes that this is probably not the right marketing strategy for her as she's just starting out, but in the future this could certainly be an option if she has multiple brands of soap to offer.

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