Multi-brand Strategy


Definition: a Multi-brand Strategy is in marketing and branding the defensive tactic to deliberately launch several or multiple new brands in a fragmented market causing apparent competition with its own existing strong brand (often with similar product characteristics); simply to soak up some of the share of the low end of the market which will otherwise go to minor brands.
A disadvantage of a multi branding approach is cannibalization. But that may be acceptable if there is a net overall gain or - strategically - to prevent disruptive innovation.



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