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Branding Issues Multiple Stores
austinl




msg:4495545
 6:24 pm on Sep 15, 2012 (gmt 0)

I have been working with a partner of mine who currently runs two ecommerce stores and three retail locations all in the same industry.

The issue is he never branded his company and all his retail stores and ecommerce websites have a different name.

He has decided to take my advice and brand all retail stores under the same name.

The name he decided to go with is the name of one of his ecommerce stores. However it is the site that produces the least amount of sales.

He makes the most money off his other ecommerce store.

He has room for some major growth online and wants to spend a lot of energy on becoming one of the top names in his industry online. This is another reason he has decided to create a brand for his company.

How should he go about this branding issue with his websites? His one ecommerce store that will have the same name as his retail stores does very little in sales. His number one ecommerce store does most of his revenue online, but the name and domain are completely different and unfortunately is not a name he wanted create a brand after.

 

J_RaD




msg:4495810
 4:40 pm on Sep 16, 2012 (gmt 0)

eww yuck, why do that?

sales and $$$ isn't about opinion, you go with what brings you the bucks. If poo-poo-stuff does it go with it, it doesn't matter what the owner "likes" does he like the name or does he like $$ more.

but that said lots of people have online / offline stores that are sub brands of the mothership and all have different names, isn't really a bad thing but they normally all have a little bit of a diff niche.

few angles with this one.

Innovate




msg:4496354
 6:11 pm on Sep 17, 2012 (gmt 0)

Hmmm...there are many ways to go about this. You can create a brand without changing the domain names or store names. It just depends on what makes sense.

It really depends on what you mean by "industry" in terms of if there is a really narrow focus within an industry or a broad focus. (I.E- We sell blue, black, and red widgets to midgets in the Midwest for their dude ranches VS. We sell widgets- all widgets, to all people)

But overall, there are lots of brands with different "subbrands" and I wouldn't do anything to mess up a high generating source of income.

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