Dual Branding

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1. What are the conceptual underpinnings of a dual-brand strategy? A dual brand strategy is the association of two or more already well recognized trademarks in a synergistic retail setting designed to benefit each, is one of the fastest growing areas in franchising. Numerous systems are learning that they’re significantly more effective in presenting their products and services to the public when they do so in association with another brand. A company may use dual branding when they want to increase the market share, saturating the market by filling all price and quality gaps and catering to brand switchers users who like to experiment with different brands, a dual brand strategy also may be applied when two companies want to…show more content…
* Catering to brand switchers users who like to experiment with different brands. * Keeping the firm managers on their toes by generating internal competition. | * Brand cannibalization. * Difficult to manage two different brands, due to splitting in spend. * Possibility of blurring brand identity in the eyes of the consumer. * Duplication of roles of the corporate. | Going all the way to china is quite risky for Best Buy, but for a company to succeed and survive needs to expand, and a dual-brand strategy is not a bad choice to start with. BIBLIOGRAPHY http://www.slideshare.net/idealajay/dual-branding http://www.holmeslofstrom.com/z_pdf/articles/franchise_operations/The%20Dual%20Branding.pdf http://prezi.com/caazpf19abys/best-buy-and-dual-branding-strategy/ Best Buy Inc. - Dual Branding in China, Niraj Dawar; Ramasastry Chandrasekhar -------------------------------------------- [ 1 ]. http://www.slideshare.net/idealajay/dual-branding [ 2 ]. http://prezi.com/caazpf19abys/best-buy-and-dual-branding-strategy/ [ 3 ]. http://www.holmeslofstrom.com/z_pdf/articles/franchise_operations/The%20Dual%20Branding.pdf [ 4 ].

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