Multi-Branding of Garage Door Openers

Does the average consumer know what multi-branding is?

Multi-branding is when a corporation gains market space by making multiple brands of the same product. The largest advantage of multi-branding is gaining shelf space at a store. Another advantage of multi-branding is to satisfy the consumer that likes to try different brands. There are consumers out there that swear to a specific brand and will not switch. Do those consumers know that they have possibly purchased from the same organization under a different brand name?

The Chamberlain Group Inc. practices multi-branding by producing Chamberlain, LiftMaster, Craftsman, and True Value garage door openers. You can find Chamberlain brands in most major retail stores along side their other brands. Chamberlain brands are manufactured in the United States, and their largest competitor is Genie.

The Chamberlain brand garage door was established for the do-it-yourself consumer that wants to install their own garage door opener. The LiftMaster brand was established as a commercial brand you can only get from a garage door distributor. All of the Chamberlain brands are internally created equal, so you are getting the same quality from each opener you purchase.