Sample Annotated Bibliography Paper on Multi-Branding in Business

Bambang Baroto, Mas, Muhammad Madi Bin Abdullah, and Hooi Lai Wan. ‘Hybrid Strategy: A
 New Strategy For Competitive Advantage’. IJBM 7.20 (2012): n. pag. Web.

 

The article asserts that multi-branding is a hybrid strategy designed to give a company a competitive advantage. The main audience of the article is marketing students and future marketing executives. Though, it does not directly answer the research question, the article praises multi-branding as a new and innovative strategy that gives a firm a competitive advantage. The authors are well-known management specialists in Malaysia and conclude that multi-branding is a hybrid strategy.

 

 

Chang, Wei-Lun. ‘Roadmap of Multi-Branding Positions And Strategies’. The Journal of
American Academy of Business 15.1 (2009): 34-78. Print.

 

The main focus of the article is the positive and negative effects of multi-branding to a company’s marketing strategy. The main audience of the journal article is firms utilizing multi-branding as marketing strategy. The article will help in answering the main question of the research which is the viability of multi-branding as a marketing strategy. The unique feature of the article is the use of real-world cases such as the McDonald’s Burgers to argue out the concepts. The article concludes that multi-branding transfers the positive image of one company’s product to another. Wei-Lun Chang, an associate professor in Product Marketing, has written several articles with branding as the main subject.

 

Chen, Junsong, and Stanley Paliwoda. ‘Adoption Of New Brands From Multi-Branding Firms By
 Chinese Consumers’. Journal of Euromarketing 12.1 (2002): 63-77. Web.

 

The article focuses on adoption of new brands from multiple brands by customers. It asserts that consumers will always have a choice from multiple brands of a product. The main audience of the article is marketing managers wishing to satisfy their customers. The article answers the main research question by asserting the multiple brands gives consumers a choice. The author is credible and has written several articles in the Journal of Euro marketing. He concludes that firms should employ multiple brands to avoid risks of losing clients to rivals that offer multiple-brands.

 

 

Damoiseau, Yana, William C. Black, and Randle D. Raggio. ‘Brand Creation Vs Acquisition In
 Portfolio Expansion Strategy’. Jnl of Product & Brand Mgt 20.4 (2011): 268-281. Web.

 

The article compares the viability of multi-branding and acquisition as expansion strategies. The primary audience of the article is students and business executives who wish to expand their business.  The article presents real world cases of companies using the above expansion strategies and the rates of success. The authors are business professors in the University of Richmond and conclude that Brand creation or multi-branding more effective than acquisition in expanding a business.

Demicco, Dr. Fred. ‘Thinking Strategically:  A Working Model Chapter’. 2014. Presentation.

 

The presentation explains the importance of multi-branding in tackling the forces of competition. The presentation targets marketing students and gives a different answer to the main question of the research. The main feature of the article is the diagrammatic representation of the Porter’s model in relation to multi-branding. Dr Fred Demicco, the presenter, holds a Ph.D in Brand Marketing, and concludes that multi-branding helps a firm to fight of competition.

 

Evan Hirsh, and Mark Schweizer. ‘Reality Is Perception: The Truth About Car Brands’.
strategy+business. N.p., 2015. Web. 12 June 2015.

 

The article explains the value of car multi-branding strategies. The article directs its information to car dealers and manufacturers. The article answers the main question of the research in terms of car-branding. The article uses real world cases such as BMW and Audi companies. The article concludes that car-branding is a real perception in marketing. The authors, Hirsh, Hedlund, and Schweizer are marketing consultants.

 

Enz, C. A. ‘Multibranding Strategy: The Case Of Yum! Brands’. Cornell Hotel and Restaurant
 Administration Quarterly 46.1 (2005): 85-91. Web.

 

The article studies the viability of multi-branding basing its research on the restaurant business. The main audience of the article is business students interested in studying the dynamics of the food industry. The article answers the research question by focusing on the restaurant business. The strength of the article is answering the research question by presenting a case study of Yum restaurant. The author works at the Cornell University School of Hotel Administration as a lecturer. In conclusion, the multi-branding strategy is instrumental for satisfying customers in restaurant business.

 

Felix, Reto. ‘Multi-Brand Loyalty: When One Brand Is Not Enough’. Qualitative
 Market Research: An International Journal 17.4 (2014): 464-480. Web.
 

The article gives a deep and constructive account of multi-brand loyalty. The main audience for the article is business students and companies wishing to create brand loyalty amongst its clients. The article answers the research question by giving situations where one brand is not enough to attract audience. Presenting qualitative research and preliminary insights is the informational value of the articles. The author is an associate professor at the University of Texas-Pan American, Edinburg, Texas, USA. The author concludes that multi-branding creates a wide range of choice to customers hence enhancing their loyalty.

 

Finns, ELan. ‘4 Brand Positioning Strategies For Multi-Product Categories’.                       Hanover Research. N.p., 2013. Web. 12 June 2015.

 

The website article lists four strategies for effective multi-branding in business. The strategies include market fragmentation, market segmentation, product positioning and competitor analysis. The article explains the strategies in depth, and concludes that all are important to realize a working multi-branding startegy.

 

Giannoulakis, Chrysostomos, and Artemisia Apostolopoulou. ‘Implementation Of A Multi‐Brand
 Strategy In Action Sports’. Jnl of Product & Brand Mgt 20.3 (2011): 171-181. Web.

The article explains the procedures of implementing multi-brand strategy on action sports. The article targets sport entrepreneurs and answers the main question of the research in relation to sports business. The article uses several sports companies such as Board Sports Company to bring out its concepts. The author, Chrysostomos Giannoulakis,  is a member of the Greek Olympic Committee, and concludes that adoption of multi-brand strategies helps sports companies to expand their operation.

 

Jap, Sandy. ‘An Examination of The Effects Of Multiple Brand Extensions On The Brand
 Concept’. Consumer Research Journals 2.3 (2007): 23-67. Print.

 

The article examines the effects of multi-branding especial brand equity and family brand image. The main audience of of the article is business students aiming to understand how multi-branding affects businesses. The strength of the article lies in its explanation of brand equity and what it entails. The author is a Lecturer at the University of Florida, and concludes than multi-branding is an important aspect of branding.

 

Jin, Z., and Y. Bai. ‘Sustainable Development And Long-Term Strategic Management:
Embedding A Long-Term Strategic Management System Into Medium And Long-Term Planning’. World Future Review 3.2 (2011): 49-69. Web.

 

The article compares the short-term stability and long viability of multi-branding as a marketing strategy. The audience for the article is business students and market researchers concerned with the benefits of multi-branding. The article uses LEGO Company in assessing the short-term and long-term benefits of multi-branding. The authors are marketing consultants and conclude that multi-branding is more of a short-term than a long-term strategy.

 

Khoury, Amir H. ‘BRAND LOYALTY & LOYALTY OF BRANDS: A SYMBIOTIC
 RELATIONSHIP’. jlc 32.2 (2014): n. pag. Web.

 

The article shows the ability of multi-branding strategies in creating loyalty among the customers. The main audiences are companies that use multi-branding as a marketing strategy. The article presents survey results of scheme members. The authors have held Marketing positions in various companies, and conclude that multi-branding creates brand loyalty among customers.

 

 

Ladipo, K, U Olufayo, and L Omoera. ‘The Multi-Dimensional Application/Use of Branding In
The Universe Of Marketers’. International Journal of Academic Research in Business and Social Sciences 2.4 (2012): 34-88. Print.

The article explains the multi-dimensional application and use of branding in the universe of marketers. The main audience of the article is marketers and students studying marketing. The article will answer several research questions including the importance of brand extension and multi-branding. The article’s key feature is explaining the importance of multi-branding in relation to brand equity and dual branding.  The article’s conclusion is that branding has a multi-dimensional purpose.

 

Lericp, Herberts. ‘Multi Brand Strategy’. Finance.mapsofworld.com. N.p., 2015. Web. 12 June

2015.

 

The page explains why companies employ multi-branding strategies to attract their customers. The website is suitable for learners who are yet to understand the concept of multi-branding.  The author is a market consultant and concludes that multi-branding helps companies to generate economies of scale.

 

Leszczyc, Peter T.L. Popkowski, and Fusun F. Gonul. ‘Multiple Ways Of Measuring Brand
 Loyalty’. The Canadian Journal of Economics 29 (1996): S494. Web.

 

The article gives clear procedures of multi-brand creation to senior managers still new in branding. The article answers the research question by returning to basic of branding before later explaining its importance. The strength of the article lays in its step by step procedure of branding. The brand creation is made up important steps.

 

Mason, Charlotte H., and George R. Milne. ‘An Approach For Identifying Cannibalization
 Within Product Line Extensions
And Multi-Brand Strategies’. Journal of Business Research 31.2-3 (1994): 163-170. Web.

 

The article presents a method for identifying cannibalization and multi-branding strategies within a certain product line. The main audience for the article is companies wishing to identify cannibalization in their products. The article use Cigarette companies cases studies to give the approach in a systematic way. The article concludes that BP model is the best for the approach.

 

 

 

 

 

Olson, Jerry, and Jacob Jacoby. ‘Measuring Multi-Brand Loyalty’. Advances in Consumer
 Research 1.4 (2015): 234-237. Print.

The article measures the usefulness of multi-brand loyalty. Business students and companies that wish to use multi-branding will keenly follow the article. The article answers the main research question by assessing the extent of multi-brand loyalty. The most quality information available in the article is the results of case studies carried on well-known international companies. The author is a brand marketing professor at the Pennsylvania State University asserts that Bradley-Terry –Luce scaling, BTL procedure, and Expectancy-value models are the most effective methods of measuring brand loyalty.

 

 

Ryans, Adrian, Roger More, and John Hullande. ‘Profitable Multibranding’. Journal of Brand
Management 3.2 (2010): 234-267. Print.

The paper explains some of deliberate and tactical issues involved in multi-branding strategies. The main audience of the article is business students critically studying multi-branding. The article assesses the multi-branding process underwent by 3 companies, namely, Audi, LEGO and McDonald Burgers. The authors are the business professors, and agree that multi-branding process has strategic and tactical issues that need to be solved to guarantee its success.

 

 

Sanhi,. ‘Multiple Brands, One Zendesk: Introducing Multibrand | Zendesk’. Zendesk.com. N.p.,
  1. Web. 12 June 2015.

 

The article presents problems of multi-branding as expensive and difficult to manage. The website gives a warning to companies to be careful while choosing multi-branding to avoid failure. The article presents the challenges by using examples of companies that failed in their adoption of multi-branding strategies. Despite not answering the research question, the article will be helpful in compiling the conclusion of the research paper.