The secret of multi-branding

Leo van Sister, founder and partner at BrandWatch brand consultancy, discusses the pros and cons of multi-branding, and the guidelines for success in this, one of the most popular, business strategies for large multi-national companies.

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...