Dogosh

In relation with the subject above about the logo for one company could be same as holding company ? Indeed could by a little frase. for example from the logo BiNus, available BiNus Center, BiNus Career, the University BiNus, BiNus High etc..
Indeed had several strategies branding in part:

• Product branding - one brand name was used exclusive for one product then.
• Line branding - one brand name for the main product that was used also for products complimentary.
• Range branding - one brand name for some product range.
• Umbrella branding - one brand name (most names of the company) was used for all the product ( Sony )
• Share branding or two tier branding - brand name and company name was used simultaneously ( Honda Accord )

So the logo one company same as the logo holding happened when company that used the strategy umbrella branding.

• The profit : economic of scale from the side communication, each product contributes against overall brand equity, entered the new market more was easy.
• The loss : Poor umbrella will become the hindrance for the introduction to a new product, when the product just failed all the other product was affected by latex, the consumer became confused concerning the identity and positioning this company (diluted).

The logo for each one brand always difference, but each of view promo must have their logo holding company.

• should not forget that BII substituted the logo, simply and not not as the change in the point of view and the bank's mission.
• When the same logo or almost be the same as holding company, when group holding company at one time experienced the decline, this will definitely affect the image in subsidiary company (group the company/the subsidiary company), BII possibly for example just small where being gotten by credit stalled in the Sinar Mas Group at that time so as the image/the community's belief in BII at that time increasingly descended that finally had experienced the restructuring of banking was supervised by BPPN.
• BiNus had the logo almost same was caused BiNus that was other was the work part/the division/the service from BiNus that personally not company just so as to continue to use the parent logo, despite few changes then.
• Maybe this had few discourses about the Study of the Logo was taken from the "Creativity & Visual Communication the" III Th" edition. In October. 2002 by Leonardo Widya, S.Sn.

I Was thought the problem of use corporate logo or brand to an individual brand that was spent by the company really will depend in as strong to make or the logo corporate this brand .
If corporate brand indeed had equities so strong, precisely that will benefit with leverage the equity available in corporate brand, but if corporate brand was not strong enough, not better constructive individual brand? Clearly their respective had the bad impact but also the good impact like that has been written by the other.
But if we saw the available condition, especially for the company in the service field, then tended more make use of corporate brand, for example the hospital that everywhere always relied corporate brand because of the characteristics intangiblity that made us rather was difficult to try if compared with consumer goods.
The other example such as the bank, see it, how each certain banking product being same with corporate brand, for example to klick BCA, BII Syariah, BritAma etc..
Moreover had several reconciliation books that could be read as our reference, in part:

• David A Aker - Building Strong Brand.
• Tom Duncan - IMC, Using Advertising & Promotion to Build Brands.
• Helen Vaid - Brand Strategy, Design & Implementation of Corporate & Product Identity.

Still was related the problem branding, also you could be read the book that title: "The 22 of Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand Penulis": Al Ries and Laura Ries, the explanation was very clear, and always (as I remember) was accompanied by the example brand failed and was successful. Also could order in Amazon.com