Multi-branding model

Roger More and John Hulland

A number of market conditions induce firms to use multiple brands. 'Horizontal multi-branding' involves the use of similar product lines, which is aimed at reaching greater intensity of distribution.

Multi-branding model

Adrian Ryans, Roger More & John Hulland

As a market develops, it begins to coalesce into multiple consumer segments. The number of distribution channels increases at the same time. These channels are usually differently effective at reaching distinct customer segments. Their needs vary widely in terms of assortments, margins, merchandising assistance, training, and logistical support.

Both segmentation and the development of distribution channels can induce firms to use multiple brands. Horizontal multi-branding involves the use of homogeneous product lines or only minor differentiations, usually aimed at reaching greater intensity of distribution. Vertical multi-branding emphasizes...

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