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The 22 Immutable Laws of Branding
book

The 22 Immutable Laws of Branding

by Al Ries, Laura Ries
October 2009
Intermediate to advanced content levelIntermediate to advanced
272 pages
5h 1m
English
HarperCollins Publishers
Content preview from The 22 Immutable Laws of Branding

15 THE LAW OF SIBLINGS

 

There is a time and a place to launch a second brand.

The laws of branding seem to suggest that a company concentrate all of its resources on a single brand for a single market. Keep the brand focused and ignore opportunities to get into new territories.

True. But there comes a time when a company should launch a second brand. And perhaps a third, even a fourth brand.

A second-brand strategy is not for every company. If handled incorrectly, the second brand can dilute the power of the first brand and waste resources.

Yet, in some situations, a family of brands can be developed that will assure a company’s control of a market for many decades to come.

Take the Wm. Wrigley Jr. Company. For more than a hundred years, Wrigley ...

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Publisher Resources

ISBN: 9780061983672