Know-How Exchange : Branding

Hi i m umer and now a days i m living in Islamabad and i m doing job in Mobilink . they have their own luch and they also offer drink but i really like cock but i could find it in my cafe. In all mobilik cafe there is Pepsi whats the reason . Is there any contract b/w mobilink n pepsi or is it cheaper than cock .
What the reson behid this.
I think the negative effect will be this i will switch cock to pepsi becoz when product is not available then i will swith the product which will easily available.
Same case was with me when i was in lahore. I think ur distribution is not so good while cock is market leader of world but i think in pakisntan pepsi is market leader in Pakistan.
You should focus on Intensive distribution .
Just give the concept why u have not choose Intensie disribution .
How u choose ur target maekt on the bases of what....?

Cingular / AT&T as a example:

Not Just the Youth Market - Giving Consumers What They Want is Branding
The New York Times reports that AT&T is planning to "de-brand" Cingular. AT&T claims that their research shows, somewhat paradoxically, that young people both care more about service than brand name but want their services to share a singular brand name.

“What consumer and business customers want is a single provider of services for the way they live and work today,” Ms. Clark said, “and if it’s one company, they want it under one name.”

As for the opinions of some brand-identity consultants that the Cingular brand appeals to youth more than the venerable AT&T name, Ms. Clark said: “The youth market is incredibly fickle when it comes to branding. If you give them what they want, the brand is secondary. It’s incumbent upon us to keep delivering what Cingular offered its customers.”

不管年龄所有消费者want brands to give them what they want and that's what will invest a brand name with meaning, not the collecting of brand names under one corporate umbrella. Consumers will ultimately buy the "AT&T" wireless brand name as long as AT&T gives them what they want, which will be interesting to see if they can manage to do what no wireless company, old AT&T included, has yet to achieve. Also, it requires that every service carrying the AT&T brand name deliver on their promises. If my AT&T local phone service or satellite dish disappoints then wireless service from AT&T will certainly drop to the bottom of my consideration list.

Sounds like the Riot is speaking in part about a Brand lifestyle so big question does the sub-brand have a lifestyle associated with it. If you want a consumer brand that has been through lots of name changes look at some of the candy companies like Mars and Hershey's Reeces Cups is perhaps a case in point where over time the parent brand of Hersheys became less and less relevant to the consumers who purchased Reeces Cups and Reeces Pieces and ...

In terms of a complete move away from the parent branding, I generally prefer not to do this. Unless the parent brand has a lot of baggage like Valujet or worse than removing the parent cold turkey seems to confuse and confound the average consumer. Starting at Parent/Child brand move to Child brand by Parent (in small letters) to simply Child brand (over a period of 18 months to 2 years) This also gives you the flexibility to play with the packaging a bit and colors and other things. You may even wish to try two different test market packages to see which garners the greater uptake by your target. Slow and steady wins the branding race or so the turtle told me.

Best regards and happy holidays
Phil

The one that immediately springs to mind is Kraft and Philadelphia cheese. The child brand (Philadelphia) stands firmly on its own, and the parent brand (Kraft) is added in such as way not to confuse consumers while clarifying the link to the parent.