CBSE BoardEnglish MediumSTD 12 CommerceEntrepreneurshipEnterprise Marketing4 Marks
Question
Explain different types of brand name.
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Answer
Various types of brands available are:
Individual brand name: Here, every product is promoted by the entrepreneur on the basis of a separate brand name, like: Liril-brand name with the “freshness” concept. Lux-brand name for “beauty soap for film stars”.
Family brand name (Umbrella branding): Here, the entrepreneur’s name or the company’s name is used for all the products, like: Kissan, is brand name for jam, sauces, etc. AMUL, has been used to market a large variety of dairy products viz. milk, ghee, butter, chocolates, etc.
Corporate names: Here, entrepreneur can choose their corporate name or logo together with some brand names of individual products for example, Godrej, Tata, Bajaj, etc.
Alpha-numeric names: It is mainly for industrial products. An alpha-numeric name signifies its physical characteristics. For example, SX4, Liv52, ANX Grindlay, ilO, i20, etc.
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