Why does Heinz use individual brand name when it have such a strong kinfolk brand first name?
Answers: There are several reasons why a brand needs a separate identity – unrelated to the ethnic group brand name:
o The product may be competing in a unusual market segment where letdown could harm the main home brand name
o The family brand heading may be positioned inappropriately for the target market segment. For example the family brand label might be positioned as an upmarket brand for affluent consumers.
o The brand may have be acquired; in other words it have already established itself as a leading brand in the bazaar segment. The fact that it has be acquired by a company with a strong ethnic group brand name does not mean that the acquire brand has to be changed.
Branding does not only apply to the parent company. Think McDonald's vs. Big Mac, Burger King vs. The Whopper, Ford Motor Company vs. Aston Martin/Volvo/Mazda/and so on.