What is Mixed Branding

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​​When we talk about business marketing, brand strategy plays a crucial role in connecting businesses and consumers. In this era of constant evolution, an innovative approach has captured the attention of experts and entrepreneurs alike: Mixed Branding.

In this article, we want to tell you a little bit about Mixed Branding, unraveling its key concepts and discovering how this hybrid strategy redefines the way brands present themselves to their audience. So, if you’re not familiar with this marketing resource or are thinking about how it could benefit your business, you’ve come to the right place. Grab some paper and a pen so that you don’t miss anything!

Join us on this exploratory journey to understand why Mixed Branding has become a fundamental pillar for progressive brands today.

 

Check also: The secrets of corporate branding: how to create a unique and consistent identity

 

What is Mixed Branding?

Mixed Branding is a brand management strategy that combines elements of individual and collective branding. Instead of adopting a single brand identity, companies that employ Mixed Branding seek to diversify their approach by offering products or services under multiple brands within the same organization.

This strategy allows companies to target different market segments or audiences with specific product offerings while maintaining a central connection that reflects the core values of the company.

By creating diverse sub-brands, each tailored to the needs and preferences of a particular group of consumers, companies can optimize their reach and market engagement.

How does Mixed Branding work?

Mixed Branding works by creating and managing multiple sub-brands within an organization, each designed to target a specific market segment or meet particular consumer needs. 

Here’s how this strategy operates:

  • Market Segmentation:

  • Identification of different market segments with unique needs and preferences.
  • Detailed analysis of each segment to understand their buying behaviors and distinctive characteristics.
  • Sub-Brand Diversification:

  • Development of independent sub-brands, each designed to meet the demands of a specific segment.
  • Assignment of names, logos, and distinctive visual elements to each sub-brand to create unique identities.
  • Strategic Coherence:

  • Maintenance of a central connection between all sub-brands by incorporating core values and messages from the parent company.
  • Establishment of a strategic platform that reflects the organization’s global vision and mission.
  • Product Flexibility:

  • Adaptation of products or services offered by each sub-brand to meet the specific needs of its target audience.
  • Ability to adjust pricing, distribution, and promotion strategies on an individualized basis.
  • Integrated Management:

  • Effective coordination of marketing and communication activities to ensure consistent brand presence across all channels.
  • Constant monitoring of market trends and adjustment of sub-brand strategies as necessary.
  • Continuous Evaluation:

  • Implementation of performance metrics to assess the success of each sub-brand.
  • Ongoing adjustments and improvements based on market feedback and evolving trends.

How to implement a Mixed Branding strategy?

The successful implementation of a Mixed Branding strategy involves careful planning and execution. Here are the key steps to effectively carry out this strategy:

1. Market Research and Segmentation:

Before embarking on a Mixed Branding strategy, thoroughly understand the market. Conduct comprehensive research to identify diverse market segments and their distinctive characteristics. This analysis will provide valuable insights for creating specific sub-brands.

2. Goal Definition and Scope:

Set clear objectives for each sub-brand and define the scope of its market participation. Determine if each sub-brand will focus on a specific geographical region, target a particular demographic group, or offer specialized products/services.

3. Sub-Brand Development:

Create unique identities for each sub-brand, including names, logos, colors, and distinctive visual elements. Ensure that each sub-brand reflects the core values of the parent company but also has features that resonate with its specific target audience.

4. Strategic Coordination:

Establish a strategic platform that serves as the backbone for all sub-brands. Define key messages, brand voice, and core values that will be consistently shared across all marketing initiatives, providing coherence to the overall strategy.

5. Product Customization:

Adapt products or services offered by each sub-brand to meet the specific needs of its target audience. This could include adjustments in product features, pricing, distribution strategies, and promotional tactics.

6. Coordinated Implementation:

Carefully coordinate the implementation of the Mixed Branding strategy across all communication channels. Ensure that marketing activities align with the identity of each sub-brand and the overall company strategy.

7. Training and Internal Communication:

Provide training to internal teams to ensure a comprehensive understanding of the Mixed Branding strategy. Effective internal communication is key to keeping all team members aligned with the objectives and values of each sub-brand.

8. Continuous Evaluation and Adjustments

Implement specific performance metrics for each sub-brand and regularly evaluate their success. Based on the results, make continuous adjustments and improvements to maintain the relevance and effectiveness of each sub-brand in a constantly evolving business environment.

9. Adaptation to Market Changes

Stay alert to market trends and changes in consumer behavior. Be agile in adapting sub-brand strategies as needed to maintain competitiveness and connection with the audience.

10. External Communication

Communicate the Mixed Branding strategy clearly and consistently to your customers. Highlight the advantages of each sub-brand and how they complement each other within the company’s overall portfolio.

Examples of Mixed Branding

To better understand how Mixed Branding works, it is helpful to examine concrete examples of companies that have successfully implemented this strategy. These are some of the most notable examples:

1. Procter & Gamble (P&G)

P&G is a giant in the personal care and home care industry and effectively uses Mixed Branding. The company manages multiple independent brands, each targeted at specific market segments. For example, brands like Tide and Ariel compete in the detergent category but are designed to address different consumer needs and preferences.

2. Unilever

Another notable example is Unilever, which operates in a variety of categories, from food and beverages to personal and home care products. Unilever manages a diverse portfolio of brands such as Dove, Knorr, and Axe, each with its own identity and market focus. This allows the company to reach a wide range of consumers with specialized products.

3. Nestlé

Nestlé is known for its diversified approach in the food and beverage industry. It manages multiple independent brands such as Kit Kat, Nespresso, and Purina, which are designed to meet different needs and tastes. Although all these brands operate under the umbrella of Nestlé, each has its own positioning and specific audience.

4. General Motors (GM)

In the automotive sector, General Motors is an example of Mixed Branding. GM operates several car brands, each targeting different market segments. Chevrolet may focus on affordability and performance while Cadillac positions itself as a luxury brand. This approach allows GM to address diverse consumer preferences and needs in the automotive market.

5. Estée Lauder Companies

In the beauty and cosmetics industry, Estée Lauder Companies effectively uses Mixed Branding by managing several brands such as Estée Lauder, Clinique, and MAC. Each of these brands has its own identity and targets different consumer segments, addressing various concerns and preferences in skincare and makeup.

6. Coca-Cola

Coca-Cola is a classic example of Mixed Branding. The company manages a variety of beverages under its umbrella, from classic Coca-Cola to products like Diet Coke, Sprite, and Dasani. Each brand has its own positioning and targets different consumer segments, allowing Coca-Cola to satisfy a wide range of beverage preferences.

What are the benefits of Mixed Branding?

Implementing a Mixed Branding strategy can offer a variety of benefits for companies. Below are some key benefits:

  • Market Diversification: Allows the company to address different market segments and reach wider audiences by offering specialized products or services under different sub-brands.
  • Adaptability to Consumer Preferences: Facilitates adaptation to changing consumer preferences and needs by customizing products and services according to each sub-brand’s specific requirements.
  • Resource Optimization: Enables efficient resource management by focusing marketing strategies and operations based on each market segment’s characteristics and demands.
  • Brand Image Strengthening: Contributes to strengthening the company’s image by maintaining a central connection of values and messages while allowing each sub-brand to have its own identity and focus.
  • Resilience to Market Changes: Provides strategic flexibility to quickly adapt to market trends and changes in consumer behavior, increasing brand resilience.
  • Economies of Scale Utilization: Allows the company to leverage economies of scale by sharing resources and operational efficiencies among different sub-brands, resulting in more cost-effective management.
  • Risk Coverage: Mitigates risk by not relying exclusively on a single brand. If one sub-brand faces challenges, other sub-brands can compensate, providing greater stability and coverage.
  • Innovation Promotion: Stimulates innovation by allowing each sub-brand to explore and develop new ideas, products or services independently, fostering creativity and internal competitiveness.

Together, these benefits make Mixed Branding a valuable strategy for companies looking to maximize their presence in the market, adapt to consumer diversity, and maintain a solid competitive position.

We have the right strategy for your business’s success

Mixed Branding is undoubtedly a powerful strategy that has revolutionized the way companies relate to their consumers. Through conscious diversification and strategic adaptability, brands can conquer diverse markets without losing their central identity.

Ready to take your branding strategy to the next level? At Primitive Agency, we understand the importance of differentiation and authentic connection with your audience. Write to hello@primitiveagency.com  or fill out our contact form. Let’s build the future of your brand together!

 

You may also be interested in: What is the Difference Between Branding and Positioning?

 

FAQs

What is the difference between Mixed Branding and other brand strategies?

Mixed Branding involves managing multiple independent sub-brands under a corporate umbrella, while other strategies may focus on a single brand identity or creating a portfolio of complementary brands.

How do you select market segments for each sub-brand?

The selection of market segments should be based on thorough research that evaluates consumer needs, behaviors, and preferences. Each sub-brand should align with a specific segment.

How do you maintain brand consistency across diverse sub-brands?

Brand consistency is maintained by clearly defining and communicating the fundamental values and messages of the parent company. Strategic coordination and a central platform are essential to ensure consistent connection.

What is the risk of cannibalization between sub-brands?

There is a risk of cannibalization if sub-brands compete directly with each other. To mitigate this risk, it is crucial to clearly differentiate each sub-brand’s offerings and ensure that they target distinct market segments.

How do you evaluate the performance of each sub-brand?

Specific performance metrics should be established for each sub-brand, which could include market share, customer loyalty, and sales metrics. Continuous evaluation allows for adjustments and improvements.

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