60 Managing Multiple Brands
The question of how multiple brand identities might peacefully coexist only recently became an issue. In the past, you might have seen multiple logos on a NASCAR driver’s jumpsuit, but you wouldn’t see a jumble of logos on the same magazine advertisement. Today, companies create logos for things that may or may not even warrant their own identity. How committed is Lincoln to Ecoboost technology?
The first choice is whether or not a company needs multiple brands. A good rule of thumb: Don’t build another brand until you have to. More brands mean more money.
If an organization establishes multiple, overlapping brands, the question of whether the organization should become a branded house or remain behind the scenes as ...
Get Brand Identity Essentials now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
