How best to manage multiple brands?

Many companies own multiple brands, and while this has undoubted advantages, there are pitfalls to be avoided.

How best to manage multiple brands?

It is increasingly usual for companies to own more than one brand in a category. This offers the potential advantages of spreading risk, greater market share, and commensurate profit levels; but managing these brands carefully is essential.


The nightmare situation of multiple brand ownership is cannibalization. In the following example the client owned two brands in the ice cream market. Brand A was a well-established mainstream brand, while Brand B was an inspirational brand. Advertising for Brand B lead to a growth in consumption of Brand B, but at the expense of Brand...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands