The Secret Of Multi-Branding
Leo van Sister BrandWatch
Multi-branding is by far the most popular brand strategy, and is used by many companies in all types of business.
In spite of this, the volume of scientific research and papers on the phenomenon of multi-branding is very small. The reason could be simply that companies are unwilling to have other people look into their strategy. It seems clear, however, that many companies are involved in adjusting/balancing their multi-brand portfolios, so that...