Corporate vs. line branding

Model of four basic brand strategies and nine substrategies might seem to complicate for some organizations. In that sense simpler model has been developed. In the figure presented at each end we have strong and weak corporate brand endorsement positions.

Source:
Rajagopal and Sanchez, R. 2004. Conceptual analysis of brand architecture and relationships within product categories in Journal of brand management.

 

Corporate vs. line branding

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