Case Study: Hewlett Packard
Family branding is a good way to describe Burberry, because its the same brand releasing a range of products. (Luxury, bags, shoes, boots etc.) , but it is also a global Brand because it is a brand this is competing on a global scale against it’s major competitors.
Product branding is a good way to describe the HPPCs because its a generic product with variation. It is also designed for what people actually wanted and not so much for what people “needed”
In order to avoid ubiquity, the strategy used by the people at Burberry was to make it to “move beyond plaid, without disrespecting its fashion history.” The launch of the icons collection, comprising luxury handbags, shoes, boots, trench coats, and small leather goods meant that Burberry was able to compete more on a Global level. This strategy was used and successful because by making products which were more expensive and harder for fakes to be made it meant that those who are loyal customers and customers who are able to afford will continue to comeback without the fear of ubiquity. The branding strategy used by Hewlett-Packard, was the use of hip-hop mogul Sean “Jay Z” Carter, in order to make the brand more “hip” and more attractive to maybe younger customers or more –so customers that are interested in music. This means that other products released by HP would be attractive towards the young people.

C. The main reason for Hewlett Packard suffering through the recent years was because of competition from other companies such as Dell and Apple. The massive rise of competitors such as apple made it very difficult for HP to keep up during the PC revolution. Having already once before beaten apple in the PC department it is questionable whether HP (though very unlikely) are able to rise again. Other reasons for the downfall of HP was the way that the PCs were being built as