Brand image of company names matters in ways that can't be ignored
Abstract
Purpose
This paper seeks to discuss the conceptual problems of family brands, and how conflict of images can work to the detriment of the entire line.
Design/methodology/approach
Case examples are presented of a few brands that keep different “levels” of product quality apart by different brand labels contrasting with one company that decided to make it all one name.
Findings
Companies often worry more about generating a well‐known brand than about what the brand means to consumers.
Practical implications
Consumers can discern the value of related brands of hotels or cell phones or internet service belonging to the same company even if they have different names built around distinct images in each category.
Originality/value
Names matter beyond simplistic managerial thinking of brand name awareness.
Keywords
Citation
Rotfeld, H.J. (2008), "Brand image of company names matters in ways that can't be ignored", Journal of Product & Brand Management, Vol. 17 No. 2, pp. 121-122. https://doi.org/10.1108/10610420810864739
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited