Is the company brand the brand of the future?
Bringing a number of separate brands under one umbrella company may seem an attractive proposition. But Roderick White argues that - for fmcg at least - any move towards company branding is beset with dangers. The company brand approach could, however, benefit 'service brands' - particularly financial services
Roderick White
IT HAS BEEN suggested that the brand of the future will be the company brand, and a number of reasons - of varying quality - have been put forward for this:
- Today's informed and enquiring consumers wish to know a...