From the editor: Brand building
Colin Grimshaw Warc
The trends toward globalisation of brands, their ownership, consolidation, and merger and acquisition combine to present taxing challenges for brand strategists. Putting your brand house in order with the most appropriate brand architecture is crucial.
Get it right and not only is the value of your brand portfolio enhanced, but so can the worth of individual brands, through what is known as the ‘halo effect’ – where a master brand's Stardust carries over to sub-brands and where the success of one sub-brand assists another. An obvious example is Apple, with...