How Comcast benefits from its diverse brands

This event report outlines how Comcast, the media and entertainment group, leverages its broad brand portfolio to magnify the impact of its marketing.

How Comcast benefits from its diverse brands

Stephen WhitesideWarc

At a time when many marketers champion streamlined portfolios based around a common purpose, Comcast Corp. believes diversification can greatly benefit its brands.

The contours defining Comcast's strategy largely date back to 2009 and its acquisition of NBCUniversal from General Electric – an organisation that is moving away from being a house of brands active in sectors like finance and entertainment and, instead, becoming a branded house focused on "connected industrial" products.

By contrast, Comcast's slate of assets now spans:

  • Cable TV, broadband and telephony services;
  • XFINITY, an on-demand TV...

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