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Business Dictionary (2018). Trademark. Retrieved fromhttp://www.businessdictionary.com/definition/trademark.html Economic Times. (2018). Definition of 'Brands'. Retrieved from https://economictimes.indiatimes.com/definition/brands Ferrell, O., Hartline, M., (2014). Marketing Strategy: Text and Cases, (Sixth Edition). Mason, Ohio: South-Western, Cengage Learning Baker Honda Radar Chart.png

Changing gears (pun to make sense soon), I graded the Honda brand. Honda holds many products across a spectrum of markets from automobiles and boats to aircraft and lawnmowers. I definitely wasn’t aware that Honda built jets! I approached the below/attached brand report card through the eye’s of a consumer as the articles author, Mr. Keller, suggests. In a simple phrase, I assess the Honda brand to be properly and proactively managed while maintained in a relevant market standing with consumer conscious pricing and value.

Those thoughts aside, I want to lean on the side that an organization CANNOT have more than one brand. While our lessons teach us about Individual Branding where “[an organization] gives each of its product offerings a different brand name” (Ferrell, 2013), all of those variously branded products still fall under a single organization holding its own brand. I equate it to the organization holding the umbrella brand for subordinate product brands to fall under.

EXAMPLE FROM ANOTHER STUDENT: The Economic Times defines a brand as “a name given to a product and/or service such that it takes on an identity by itself” (2018). James takes that definition and translates it to the reputation and perception by a consumer of a company and/or it’s products and services. More simply put, a brand is the public perception of an organization. For discussion’s sake, I think it’s important to note the difference between a brand and a trademark. Businessdictionary.com defines a trademark in a regular lengthy manner, but it boils down to a logo or unique symbol that is associated with a specific organization. The trademark is the unique logo/symbol that identifies something’s brand and thereby ties the organization’s reputation to a product or service.