Multi-branding model

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...

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