You wake up with your Sony alarm clock; at breakfast you have a bowl of Kellogg’s cereals, which you eat with delicious milk of Nestle (that you keep fresh in your Samsung refrigerator). Still being sleepy, you already got in touch with a lot of brands without realizing properly.
Most likely, the person in the example will buy Kellogg’s cornflakes again if he or she likes them. The brand gives the client a kind of certainty that the product they’re buying will fulfill their needs. That is why a company will try and expand its amount of product categories, which will all be sold under the same brand. Essentially to this is that companies should know how the clients see their products. To illustrate this: Harley Davidson, is it just a type of motorcycle or a way of living?
However, I think companies should try to hold their core business in mind. The differences between the products can’t be too big, otherwise the brand might lose some of its power.
Alexandre Van Laere
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