One's experience with a product builds that attitude, and trial samples become more effective than advertising itself, especially in the early stages of building a strong brand.
Brand name recognition is important especially when a company is using varying brand strategies for multiple products. NetMBA.com points out that there are several strategies when multiple products are being branded.
First, single brand identity means attaching a separate brand to each product; Procter & Gamble do this very effectively with their various brands of clothes detergents (Tide, Cheer, Bold).
Second, the umbrella branding strategy brings all the similar products under the same brand. Sony, a classic example of umbrella branding, offering a veritable plethora of products as "Sony" products.
Third, the family of names strategy entails using a common name root, or stem, to market a company's products; Nestle is a perfect example of family of names strategy (Nescafe, Nesquik, and Nestea...
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