Brands and corporate ads: mutuality or conflict?

This is an introductory piece for two articles on corporate advertising. It comments on successful 'one product, one brand' companies, such as Coca-Cola and on the theory of umbrella and master brand advertising, along with the accruing benefits of economies of scale, flexibility and longevity.

Brands And Corporate Ads: Mutuality Or Conflict?


It is widely believed by most commentators, especially those with a financial background, that the key to successful brand development lies in leveraging brand names across a range of products....