chapter  14
19 Pages

Brand Span and Brand Extension

Brands come in a myriad oftypes and sizes and can be classified in many different ways. An important approach is the way suppliers (producers, manufacturers) combine their brands and products. Some companies have numerous brands. In 2000 U nilever had 1,600 different brands worldwide, 3M maintains 1,500 product brands, and Nestle as many as 7,500. Roughly three-quarters of the Fortune 1000 consumer goods companies manage more than a hundred brands each (Carlotti et al. 2004). Other companies, such as HSBC, Microsoft, and Samsung, bring to the market nearly everything they offer under the umbrella of the corporate brand. Another example is Virgin.