Umbrella brands and sub-brands

Rod Hirsch explores how branding works in the technology market sector. With examples from Microsoft, Symantec, Apple, and, even Toyota, he analyses the branding strategies of the winning companies.

Umbrella Brands And Subbrands

Microsoft got it right, WordPerfect got it wrong. So how does umbrella branding and subbranding work, and what are the pitfalls?

Rod Hirsch Fox Parrack Hirsch

Imagine for a moment that you make baked beans. It is what you have always wanted to do. Baked beans are your passion. So much so, that when you are deciding what to call your company, you quickly dismiss all alternatives in favour of 'The Baked B

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