To Sub-brand or not to Sub-brand? – Giles Lury asks the crucial question
Posted by Jossie Clayton on October 18, 2011
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Here at The Value Engineers we find ourselves asking a lot of questions. From project-related strategic questions to debates on marketing theory and models, we consider asking questions and thinking around all angles of their potential answers part of the joy of our jobs.
So, we are delighted to point you in the direction of Giles Lury’s article in this issue Admap, asking a crucial question which all brand consultants and managers face at some point: ‘To Sub-brand or not to Sub-brand?‘
In this article Giles covers everything from different brand architecture theories (e.g. the Monolithic vs. Mixed Economy approach to brand architecture) to tips on managing your own portfolio.
If this is a question you find yourself asking or simply if you’d like to join us in the Sub-brand or not to Sub-brand debate, please don’t hesitate to get in touch.
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