Soft Brand

Question

Hi,...invest in a company with a soft or more versatile brand.what does 'soft brand' and 'more versatile brand' stand for?I looked it up on the internet, but not getting an answer. Would you please help me out here?Thank you!

Sandy Ho · Accepted Answer

Here is some reference that I found on Internet,this may help.

I thing it means 'a weak brand',but someone think 'soft' here means 'flexible'

Anyone? please

Avangi · Answer

After reading your reference, I agree that it means "weak."

Have you heard "soft brand" elsewhere, or is this a concept which these consultants have "created"?

If it's their invention, then they get to define it. (Don't suffer from a weak brand!)

I suspect "a more versatile brand" would be one whose prominent concepts are not so closely tied to the original product that they can't support other products as well.

Brands try to market their name recognition any way they can. Midas Muffler and Aamco Transmissions now do total car repair.

I suspect the days of doing one thing and doing it well are gone forever.
(Well, - we have Colgate shaving cream, but I doubt we'll ever have Preparation H toothpaste!)

Sandy Ho · Answer

Thank you, that helps a lot.

Anonymous · Answer

As far as i know, "soft branding" means to associate your business or company
to another platform or soft brand.
As an example Best Western or Relais&Chateau could be seen, that hold a lot
of hotels under their "brand", but have not that strict standardisation, as has for example Hilton.
At Best Western, the sort of hotel, the number of rooms and the location vary, though they hav certain standards to fulfil to be allowed to call themselves Best Western.
Whereas a hard brand as Hilton has his own standard procedures, similar design and interior
the individual hotels in the chain are less flexible in their choices.

Avangi · Answer

AnonymousAs an example Best Western or Relais&Chateau could be seen, that hold a lot of hotels under their "brand", but have not that strict standardisation, as has for example Hilton.

I think I see what you mean, Anon. Another example would be "Ace Hardware," where old "traditional" hardware stores which can no longer keep up come under the umbrella to benefit from mass advertising campaigns, and possibly greater "mass buying power," or whatever you call it.

My only question arises from Sandy Ho's reference that seemed to portray "soft branding" as a pejorative - something to the effect that if your brand is soft, you need to fix it.

Perhaps I'm wrong in assuming that something like "Colgate" would be the ideal brand in their view, because what was originally a toothpaste brand now makes everything in your bathroom.

I guess the real question is, how is the term "soft branding" used in the business?
Is there a difference between "soft branding" (a business strategy) and "a soft brand" (a weak brand)?

Anonymous · Answer

I've come across this term at work recently and was googling to see if there was an official definition. Seems not!

Basically it's being used to describe a sub brand in a group of brands. We've merged with another business in our industry, and both businesses are going to keep operating under their 'soft' brands, but trade (I.e. buy and sell etc) under an overall brand.

Soft Brand

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