ADVERTISING AND BRAND

[costabra4]

I play with range brand. This means I don't need to use several advertisements for the same products in one city. If I give every retail advertising then I should move to one brand per product coorrect?
The question might seem noobish but I am loving this game and want to know everything about it.

[ryu_star]

Short answer: Yes.

Long answer: You have 3 options.

1) Unique Brand
2) Range Brand
3) Corporate Brand

1) is the most expensive option but gives you the best brand ratings per product. With 3) you have one brand for all products. It may be cheaper at first but you have to beware of negative impacts on brand loyalty when you have a lot of products and the product quality is varying greatly. You should take care that the gap is not widening via research spending. Raising spending on public relations might offset that a bit too (which is available if you have a HQ and a marketing office). Dunno if overpricing some products will also have some impact on the brand rating. 2) is like 3) but you have a brand for each product group. You have similar drawbacks like with 3) but within a product group.

Which option you take also depends on which products you focus your company, There are products where marketing and commercials have a big impact on the overall product rating (brand rating impacts product rating >30%, e.g. cosmetics and drugs). And there are products where it is the opposite (brand rating impacts product rating <20%, e.g. agricultural goods). With the latter 2) and 3) are the best choices.