mily brand name for all his products. He can adopt individual brand names for each individual product. He can adopt multiple brand naIn certain cases the company name itself is used as a family brand name under which varied products of the company are marketed. This process is called corporate branding. Corporate branding is resorted to only when the company is confident that lending the company name to its products gives a better identity for the products. And once the corporate brand name is established, it facilitates easier establishment of new products.

In the matter of corporate branding, a manufacturer has a number of options. He may adopt a family brand name for all his products. He can adopt individual brand names for each individual product. He can adopt multiple brand na

process is called corporate branding. Corporate branding is resorted to only when the company is confident that lending the company name to its products gives a better identity for the products. And once the corporate brand name is established, it facilitates easier establishment of new products.

In the matter of corporate branding, a manufacturer has a number of options. He may adopt a family brand name for all his products. He can adopt individual brand names for each individual product. He can adopt multiple brand na

name to its products gives a better identity for the products. And once the corporate brand name is established, it facilitates easier establishment of new products.

In the matter of corporate branding, a manufacturer has a number of options. He may adopt a family brand name for all his products. He can adopt individual brand names for each individual product. He can adopt multiple brand na

r establishment of new products.

In the matter of corporate branding, a manufacturer has a number of options. He may adopt a family brand name for all his products. He can adopt individual brand names for each individual product. He can adopt multiple brand na

mily brand name for all his products. He can adopt individual brand names for each individual product. He can adopt multiple brand names for the same product with a view to catering the varying segments of the market. Finally, he can offer his product for branding by a middleman or a distribution house. The decision is not easy, because all the alternatives have merits and demerits.

When talking about family brand, different products of the company are marketed under one brand name. It is convenient to adopt a family brand, for related products. Promotion of such products becomes easier and less expensive under a family brand. But the marketer in such