Multiple Brands

“A house of brands is like a family, each needs a role and a relationship to others.”
Jeffrey Sinclair

When a portfolio consists of more than one product one has to decide wether to create a new brand or to create a brand family. What way to choose depends on how the products correlate when it comes to target group etc. -The main issue is that one does not want to loose business when the new product is launched.

Creating sub-brands might revitalize an existing brand and help develop cathegories. The sub-brand needs to be well defined though, and have a specific positioning within the family, otherwise there’s a risk of making the actual decision making too complicated and you loose out on the whole business.

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