Issues with Co-Branding and Brand Internationalization
The target market segment of the brand Dark Delight overlaps with the present target consumer base of the company and hence there is a possibility that there may be sales cannibalization amongst the brands. These effects cannot be nullified also, but on an aggregate, they are good for the company as a whole, provided that it does not generate unhealthy competition amongst the brands. To avoid these issues, the company should implement planning strategies at the broad corporate level and then determine the targets for the individual brands, so that a fair and healthy competition takes place amongst the brands.
Besides this, the brand Dark Delight is initially targeted to the US market only. However, the brand should seek to achieve geographical diversification as it is marketed under the corporate brand Cream Delight, which is a global brand and has earned high confidence of the consumers. This brand loyalty and brand equity can be capitalized on, by introducing the newer brand under the corporate umbrella brand so as to boost profitability. Initially, the product is being launched in the domestic market so that the reactions of the customers can be gauged and accordingly, the product can be improved upon so that it appeals to the global consumers at large.
用有限的品牌和品牌的国际化问题
目标细分市场的品牌黑暗的愉悦与公司的当前目标消费群，因此有可能，有可能是销售蚕食在品牌。这些影响不能被废止，但在集料，他们为公司作为一个整体，只要它不产生不健康的品牌之间的竞争。为了避免这些问题，公司应实施规划策略在大企业的水平并确定单个品牌的目标，使一个公平和健康的竞争将在品牌。
除此之外，品牌黑暗的愉悦最初是针对美国市场。然而，品牌应该寻求实现地域多元化是销售企业品牌下霜的喜悦，这是一个全球性的品牌，赢得了很高的消费者信心。这一品牌的忠诚度和品牌资产可以资本化，通过引入新的品牌企业品牌伞下以增加利润。最初，该产品是在国内市场推出，客户的反应可以衡量，因此，本产品可改进使它吸引全球消费者在大。
