Question

Pearson & Toffer, Inc. makes SilkySoft brand soap for people who are concerned about soft skin. They also make SafeChoice brand soap for those consumers who want deodorant protection. What is the branding strategy used by Pearson & Toffer in this scenario?

Group of answer choices

a. multibranding

b. dual branding

c. franchise extension (a.k.a. family branding)

d. line extension

Answer 1

Pearson & Toffer, Inc. uses a multibranding strategy for its SilkySoft and SafeChoice soap brands, which caters to different market segments with distinct product features and marketing campaigns.

Step-by-step explanation:

The branding strategy used by Pearson & Toffer, Inc. for the SilkySoft and SafeChoice soap brands is an example of multibranding. Multibranding involves creating different brand names for different products to cater to different market segments. In this case, SilkySoft is targeted towards individuals concerned about soft skin, whereas SafeChoice offers deodorant protection to those seeking that feature in a soap. This strategy allows Pearson & Toffer to address diverse consumer needs and preferences without diluting brand equity by stretching a single brand too thin. It's a common strategy in industries with significant product differentiation, such as the toilet soap market. With multibranding, each brand can be tailored with distinct marketing campaigns to strengthen its positioning and appeal to its respective segment.