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The branding strategy that Martha should choose is C) Multi-product branding.
Coffee Collective is a multi-branding name for Martha's multi-products: teas and coffees. The multi-product branding strategy is also known as family branding or corporate branding strategy.
A branding strategy helps Martha build brand equity for her coffee and tea, but she needs to create added value. Added value is the value above and beyond the functional benefits of products through using the Coffee Collective brand name.
Martha does not need sustainable, mixed, private, or multi-branding branding to grow the Coffee Collective branded teas and coffees.
Thus, Martha should use multi-product branding.
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Martha decides to use a Family branding strategy to grow the Coffee
Collective, she would distribute a series of Coffee Collective branded teas
and coffees through the local supermarket.
Family branding involves the management of different products by one
company .They are usually sold and contain the same brand name.
This is usually done to use the established company managing it to achieve
higher sales.
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