Why does Heinz use individual brand names when it has such a strong family brand name?

Question

Why does Heinz use individual brand names when it has such a strong family brand name?

Answer 1

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.

Answer 2

There are several reasons why a brand needs a separate identity – unrelated to the family brand name:

• The product may be competing in a new market segment where failure could harm the main family brand name

• The family brand name may be positioned inappropriately for the target market segment. For example the family brand name might be positioned as an upmarket brand for affluent consumers.

• The brand may have been acquired; in other words it has already established itself as a leading brand in the market segment. The fact that it has been acquired by a company with a strong family brand name does not mean that the acquired brand has to be changed.