Building Brand Dynasties Family Trees That Will Last
Andrew Bennie
It is obviously better to have fewer, clearly defined strong brands than a proliferation of competing brands because it is less expensive to take to market, less complex to manage and less confusing for employees and customers.
Nevertheless, many organisations branding strategies are inefficient, ineffective and unnecessarily complicated. Part of the problem of an under performing portfolio is often an overproliferation of branded products or services which have grown up over time and whose purpose has become confused or unclear.
Multiple factors can contribute to such a situation, for...