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Describe the major results from Hovland's research program on persuasion.
Family Branding
A marketing strategy where a single brand name is used for selling multiple related products.
Global Branding
The process of designing, creating, and applying a brand name, logo, and unified marketing strategy across different countries and cultures to maintain a consistent brand image worldwide.
Multibranding
A marketing strategy in which a company sells multiple brands in the same product category, targeting different market segments.
Brand Licensing
The process by which a company allows another organization to use its brand name, logo, or product characters in exchange for a fee or royalties.
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