Hybrid Brand Strategy
A strategy that combines global standardization with local customization, allowing brands to maintain a consistent identity while adapting to local market needs and preferences.
Implications
A branding approach that combines elements of corporate branding and product branding, allowing a company to leverage the strength of its corporate brand while also promoting individual products or sub-brands, often used to balance brand consistency with flexibility.
Example
Example: A global consumer goods company uses a hybrid brand strategy by maintaining a strong corporate brand while allowing its individual product lines to develop their unique identities and target specific market segments.
Related Terms
Different from pure corporate branding, which focuses solely on the parent brand, or pure product branding, which emphasizes individual products, hybrid branding blends both to maximize brand equity across different levels.
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