Loved by Martina Lauchengco

Author:Martina Lauchengco [Lauchengco, Martina]
Language: eng
Format: epub, pdf
ISBN: 9781119704362
Publisher: Wiley
Published: 2022-02-23T00:00:00+00:00

Leverage Existing Product-Brand Loyalty to Acquire New Audiences

Intuit's product brands—QuickBooks and TurboTax—are better known to their target audiences than the company brand. Because of that, product brands are used as a shortcut to signal who a product is for and what it does. Looking for small business accounting solutions? They're easy to find: QuickBooks, QuickBooks Payroll, QuickBooks Time.

Another example is Atlassian's Jira Software—a brand dominant among developers. Atlassian uses the Jira brand in other products, such as Jira Service Management and Jira Align to lend Jira's developer credibility to those products, even though they don't target the exact same audiences.

Naming decisions at this level are often driven by product marketing. It's crucial to pay attention to where brand loyalty lives and use it with intention.

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