Brand Portfolio Strategy: How Many Brands Is Too Many?

Posted by Mitch Duckler on October 30, 2020
The Proliferation of Choice

In the early days of brand management, there were fewer options in the market across the board—fewer categories, fewer brands within those categories, and fewer alternatives within any given brand. Today more competitors are going to market with more brands than ever before. A more crowded and competitive marketplace makes it infinitely harder for brands to stand out from the pack.

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Topics: Brand Architecture Strategy, Brand Portfolio Strategy, Brand Architecture

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