Dual branding: how corporate names add value

Examines how corporate names add value to branded fast moving consumer nondurable goods. Uses conjoint analysis to test combinations of brand names, corporate names and prices of confectionery countlines. The results show that both brand names and corporate names add value although some add more value than others. The market is price sensitive so pricing above a threshold level wipes out much of the influence of corporate and brand names. The sensitivities to names and price do not vary with the a priori segment tested although natural clusters of customers show differences. Introduction