Umbrella Brands And Subbrands
Microsoft got it right, WordPerfect got it wrong. So how does umbrella branding and subbranding work, and what are the pitfalls?
Imagine for a moment that you make baked beans. It is what you...
Umbrella brands and sub-brands
Rod Hirsch explores how branding works in the technology market sector. With examples from Microsoft, Symantec, Apple, and, even Toyota, he analyses the branding strategies of the winning companies.
