1 GIANT Brand vs a Dozen MICRO Brands - Steven Pope Explains Which is Better | Summary and Q&A

TL;DR

When launching products on Amazon, consider using multiple niche sub-brands to avoid confusion and better target specific demographics.

Key Insights

• 🫥 Using multiple sub-brands allows for targeted marketing and avoids confusion among different product lines.
• 💳 Creating separate sub-brands from the beginning is more cost-effective than changing brand names later.
• 🎆 Changing a brand name on Amazon is a complex process that involves catalog rework and ticket filing.
• 🫠 Registering a brand on Amazon provides various benefits, including brand registry benefits, content and ad options, and protection against hijackers.
• 🐕‍🦺 Ordering a trademark filing service can expedite the brand registration process on Amazon.
• 😒 The decision to use multiple sub-brands or a single generic brand depends on the nature of the products and the potential for growth.
• 💀 Investing in separate sub-brands may require additional costs for logo and brand design but is generally more manageable than rebranding numerous SKUs.

Transcript

so you're launching a lot of products and you're wondering should I make a lot of different brand names or should I stuff them all under that one generic brand and maybe later on launch a couple additional Niche Brands and Rebrand them it's a complicated process and a lot to talk through my name is Stephen Pope I'm the founder of my Amazon guy and ... Read More

Questions & Answers

Q: Why should I consider using multiple brand names on Amazon?

Using multiple sub-brands allows you to target specific demographics without confusing or alienating customers. It also makes it easier to expand into different niches in the future.

Q: What are the drawbacks of using a single generic brand on Amazon?

Using a generic brand means you can't link to different subcategories from your brand store, making it challenging to showcase different product lines. Additionally, changing a brand name later on Amazon is a complex process that involves catalog deletions and re-uploads.

Q: Is it more cost-effective to create separate sub-brands or change brand names later?

It is more cost-effective to create separate sub-brands from the beginning. Changing brand names later can be prohibitively expensive and time-consuming, requiring catalog rework and ticket filing.

Q: How quickly can I get my brand registered on Amazon?

If you order a trademark filing service, you can receive your trademark number within one business day and have your brand registered on Amazon within seven days. This process is specific to the U.S. market.

Summary & Key Takeaways

• The video discusses whether it is better to use multiple brand names or a single generic brand when selling products on Amazon.

• The speaker provides an example of his own brand and explains how he decided to create separate brands for different product categories.

• Consideration should be given to the compatibility of products under a single brand name and the potential negative impact on demographics.

• Changing a brand name on Amazon can be challenging and time-consuming, making it more advisable to launch separate sub-brands from the beginning.