There is no link between the corporate brand and the individual brand. Examples are most products of LVMH: Moët & Chandon, Guerlain, and Tag Heuer are individual brands that stand alone without the support of the corporate brand. Although there is quite some consensus between authors in the field of brand portfolio strategy, most of them use their own terminology. Which does not make it easier to understand. Kapferer, for example, calls the two extreme strategies the ‘mono-brand strategy’ and the ‘multi-brand strategy’. Holzhauer means exactly the same while using the terms in the opposite direction. He describes the use of one brand as the ‘multi-brand strategy’ and the use of multiple brands as the ‘mono-brand strategy’. Aaker talks about a ‘branded house’ and a ‘house of brands’, while Laforet and Saunders talk about ‘corporate dominant’ versus ‘brand dominant’. And then there are all kinds of ‘somewhere in between strategies’, like mixed brands, mono-multi, multi-mono, family brands, token endorsements, product-and-target-group-specific branding. You could easily get lost in the woods of brand portfolio terminology...
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