Read our complete guide with brand architecture examples and strategies. In this post, well discuss how starting with a clear brand architecture can help achieve marketing and brand identity goals. However, ensuring there is a clear and cohesive parent brand for audiences to follow helps increase overall brand loyalty. Often, very large corporations maintain a hybrid brand architecture to balance the needs of all the brands they manage and perform with maximum efficiency. There is also the question of whether the endorsing brand and the endorsed brands marry well together. Well also clearly define all of the different brand architecture models as well as answer your most common questions. There can also be consumer confusion over the role of the umbrella or parent company in the other brands, both internally and externally. First, it ensures that everyone staked in the new product name has a wider strategic view of all of the company brands and how they fit together. This allows audiences to navigate your offerings and clearly understand your brands value. A single, broad-reaching brand works for some industries more than others. All of the efforts by the executives and the brand managers is to maintain and growbrand equity. Love podcasts or audiobooks? Get to know the Brandfolder platform! Meet the operating system for experience management. Get branding tips and expert advice delivered straight to your inbox. As a result, Kimberly-Clarke markets these products under Poise and Depend. In brand management, the goal is to put each of your brands in a position that targets a specific segment of your audience, so your sub-brands have room to grow. For example, Unilever has a soap brand, Lux, which has become quite successful in Southeast Asia but is not actively marketed in North America. Without brand architecture in place, companies with expanding product lines, mergers and acquisitions may find that their overall presentation is confusing and disorganized to both internal teams and customers. Decrease time to market. Increase customer loyalty, revenue, share of wallet, brand recognition, employee engagement, productivity and retention. Now they want to do a brand extension with Water, Cocktails & Iced Tea category? Companies that employ the house of brands strategy are free to market a product under whatever brand makes the most sense for the market or start a completely new brand. This is the main brand for your business and is likely the most recognisable of the brands for customers. Increase market share. Looking at these three names in the context of the overall brand architecture helps the team eliminate Tesla Truck as the name pretty quickly, as it breaks the naming convention and hurts the simplicity of the brand architecture. Learn on the go with our new app. You would not want to make it confusing what has or is made for alcohol and what is not. Improve productivity. This type of brand architecture approach can easily solve cost problems for brands looking to consolidate their resources. Drive loyalty and revenue with world-class experiences at every step, with world-class brand, customer, employee, and product experiences. In this case, a successful Brand Architecture enables customers to form opinions and preferences for an entire family of brands by interacting with or learning about an individual brand in that family. Brands (master brand of KFC, Pizza Hut, Taco Bell, and The Habit Burger Grill), PepsiCo (master brand of Quaker Oats, Gatorade, Aquafina, and more), Oracle (master brand of PeopleSoft, NetSuite, Sun Microsystems, and more), Gap (master brand of Old Navy, Athleta, Piperlime, and more), Gillette (a Procter & Gamble brand with its own legacy branding). Brand management requires effective data collection and analysis, with insights that can help to develop a brand architecture strategy that serves the best needs of customers and the company. A brand architecture schema should make it easier is to understand what products and services would make sense to be offered under what brand. However, should that master brands public perception become negative, all the sub-brands are likely to be affected. Get people to add things you may have missed, debate whether brand names are in the right place, etc. Yet, all of their extensions branding shows the unique red Virgin logo. This is helpful for streamlining the often complex review and approval process that occurs when dealing with multiple intersecting brands. It is the constant search for synergy across the board. With a holistic view of employee experience, your team can pinpoint key drivers of engagement and receive targeted actions to drive meaningful improvement. These are the brands that sit beneath the master brand in the brand architecture. So because of that existing structure, the team has narrowed things down to three final descriptive name choices for the new truck: (Model T was the obvious choice, but Ford had a pretty clear claim on that one too.). If the brand architecture is flawed, and there is no way of making the product portfolio work with the brands as they are defined, then the brand manager needs to make suggestions for the executives to contemplate. The executives can only redefine the brands. Integrations with the world's leading business software, and pre-built, expert-designed programs designed to turbocharge your XM program. Actually I am also about to outline a brand architecture for my own company, which is a single auto-media app trying to extended business into wider services such as offline car retail store, after-sale services, second hand car retail etc. Some have even half-seriously suggested that Tesla F-Bomb could be the actual truck name. Likewise, when a sub-brand gains favorable publicity, the other brands dont benefit from it. Themost influential brandsare the ones that have a clear and profound meaning to individual people, which often means the brand has its niche and is only relevant to a subset of people. How this agencys Digital IQ test Generates Top of Funnel Leads [Case Study], QBConfidential: How Wed Drive More Profit & Scale For Kurt Warners Business, Anybody want cookies?Not the Kind You Eat, the Kind That Track You, Zero to CEO: Why audio can make or break your brand with Jodi Krangle, Sarah Akram, Board Licensed Esthetician, Skincare Specialist, and Founder of Sarah Akram Skincare, 5 Practical Tips To Write A Killer Email Pitch Subject Line (+3 Examples), How Ive Taken an Agile and Iterative Approach to Building my Personal Website, How to Redesign Your Website Without Killing Your SEO, The lead engineer of the team building the product comes to you with a name his team is head over heels in love with, but it doesnt work for the business. Find experience gaps. This might mean that there is competition between the brands beneath it. Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education. Never are these products to be associated with diapers; the target market of middle-aged to elderly customers finds the comparison to diapers very degrading and demoralizing. Enter your business email. There is a middle ground between house of brands and branded house. There are successful endorser brands such as Cadbury, Nestle and 3M who have their brand on the package but let the sub-brands develop a personality of their own, such as Cadbury Caramilk, 3M Scotch Tape, or Nestle Aero. Reach new audiences by unlocking insights hidden deep in experience data and operational data to create and deliver content audiences cant get enough of. If your culture is energetic, creative and fun-loving, then your branding should reflect that. Above all, it helps the engineers, designers, stakeholders and anyone else involved See BMBs post about successful umbrella brands. Find out how Brandfolder can simplify your brand management take a closer look! However, brand management across these varying businesses means it can be difficult to maintain a consistent brand architecture. This will help you evaluate whether naming is unevenly handled in different parts of the organization, or whether it is out of control completely and needs to be reined in. A house of brands insulates and protects the master brand from brand extensions and in turn protects the different brands from each other. Every new product your company develops chooses a totally unrelated name, individually picked by whomever is leading the project, and your product portfolio now looks like a drawer of mismatched socks. This one reminds me of the guy who stole my lunch money in school. All of these products could be profitable businesses in their own right, so it would be foolish to stop producing them. If you enjoyed this article, check out part two, Brand Architecture: Getting Control of Your Portfolio, for more insights into how to create and manage the optimal architecture for your brand. This style means all brands within the house are consistent in terms of look and feel, marketing messaging, and more. A brand architecture diagram is a simple, clear visual schematic that shows every brand in the company portfolio and articulates how each relates to the others. Given a choice, I would personally prefer the House of Brands for them but they want to extend with the existing name. It does share the type of product theme, however. Brand architecture starts to assemble the names in such a way to reflect the promise. Brand architecture is a companys organizational structure for its parent brand and related sub-brands, products and services. : With 30+ brands in its portfolio, MGM Resorts houses some of the most well known resorts, casinos, and restaurants around the world. Depending onthe brand strategy, the approach taken will differ. Brands can be delineated by their product type, vertical market, customer base, or even styles and flavors; usually, the achitecture is a combination of all of these factors. Brand architecture helps you work more efficiently, identify opportunities for growth and cross-promotion and ensure your messaging is consistent as you grow. The executives can only redefine the brands. Google, for example, started off as a search engine, became a master brand for a suite of tools (Google Drive, Gmail, etc.) Diet Coke was marketed as a sub-brand of Coca-Cola for decades. you think they should create the Architecture in House of Brands or Branded House? Typically, a branded houses brands target a more specific segment of its audience. Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Examples: 3M Thinsulate, Hyundai BlueDrive, Apple Retina Display. Even if your team is on the ball now you will find that over time priorities can shift and key employees may move into new positions or onto other companies. Just try it free now! Brand architecture aligns with how customers make buying decisions Brand architecture is one external representation of brand strategy. Are they independent? And continually iterate and improve them. Companies who follow this structure may choose to apply some of the master brands architecture to the newly acquired brand. 12 min read They usually contain the master brands name but will show their distinction with their full title. Whether its from a marketing perspective or a business growth angle, documenting your companys brand architecture can help you to tell a more compelling brand story. Theres also the question of what the master brand is. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. Which brand architecture type is best for your brand? Companies with a strong corporate brand like Tesla should feel less pressure to develop unique names for each and every product because these sub-brands gain strength from their association with the master brand. Transform customer, employee, brand, and product experiences to help increase sales, renewals and grow market share. What is Architecture Diagram The software architecture diagram is a visual presentation of all of the aspects that constitute a system, either in part or whole. Take a look at our comprehensive guide with HubSpot to see how growing brands can scale with consistency. Step 1: Analyze your system. (Chevrolet, Buick, GMC, and Cadillac.). As brand and marketing leaders continue to operate with an element of trepidation weve put together our brand and marketing predictions for 2022. Copyright 2022Brandfolder Digital Asset Management, 1. The brands underneath the umbrella brand are all beverages of some kind. The below diagram lays out all of Coca-Colas brands in a hierarchy and outlines its brand architecture. Gauge your brand experience with our free Qualtrics Brand Awareness Survey. There are multiple types of brand architecture approaches, each with its own benefits and drawbacks. He or she can profer a solution as to what rebranding should be made to such product or a new product should be created and introduced to the marketing. Its easy to fall into the trap of making cool looking Architecture diagrams for internal team (or distributor) presentations. A digital asset management (DAM) platform is a tool that makes it possible for companies to organize, distribute, collaborate on and securely store all types of digital files for all of their brands. For example, P&G sold the Duracell brand to Berkshire Hathaway Inc. for $2.9 billion in 2016. Step 2. -A calendar and overview of whats needed to develop your brand pyramid. Next, take a look at your current product/service mix. The parent or umbrella brand is able to maintain a distinct identity, while also being able to create a roster of products and services that reach a wider demographic under its other brands. Thanks for sharing, very helpful indeed. Instead, invest in a platform that helps you organize and manage your digital assets. A free set of tools designed to make features of a DAM platform available to everyone. Deciding on which one will be most effective for your brand or brands will require a thorough understanding of your reputation and growth potential. This helps explain the breadth and depth of your products or services in the way you want consumers to see them. There is no way they should all be marketed under the same brand. Be forewarned: This step could involve some tough decisions. Lets face it. Their business is all about beverages but spans from sugary sodas (like Fanta) to milk fortified with protein for after workouts (Fairlife Core Power.). Innovate with speed, agility and confidence and engineer experiences that work for everyone. For example, on the right you can see Gravity Groups brand identity, including our logo, fonts, and colors used to distinguish our brand. The decisions are what brands should be used to market which types of products, and they align the efforts of R&D, product managers, marketers, and many others. The main issue with having one endorsing brand is that all the brands are at risk of reputational damage if there is a PR crisis, financial issue, or other public problem. You may add descriptors or brand extensions, but the focus is always squarely on the master brand. Each of the above structure types requires different strategies for sales,marketing, legal and more. Improve the entire student and staff experience. Overview of Brand Relationship Strategies. These extensions may benefit from the. A master brand is the name applied to a group of brands overall. Brand Architecture is a system that organizes brands, products, and services to help customers access and relate to a brand. The users of their products range from infants to the elderly, and the buyers of these products are both consumers and businesses. Outlined below are the key features of each component, and their relationship to one another. Each brand extension is given a separate identity and is associated with the master brand, or not, depending on the context. A DAM platform can help you do that. We go into more detail in BMBs Overview of Brand Relationship Strategies. Marketing the endorsed brands can be easier when using similar brand identities. Tackle the hardest research challenges and deliver the results that matter with market research software for everyone from researchers to academics. BMB uses cookies to improve your experience. A branded house strategy makes the most use of the existing brand equity, and all goodwill accrues back to the brand. Find out why brands trust us to manage their assets. We call this loss of meaningbrand dilution. This may help you uncover some ways to simplify the organization of the content, make it even easier for your customers to understand what your products do and how they fit together. A good example is Proctor and Gamble (P&G) as the master brand. Attract and retain talent. Though Googles parent company rebranded to Alphabet in 2015, most customers still see it as Google and its forays into different sectors can confuse the messaging. A small startup, however, doesnt have enough brand equity to be overly concerned with a branding strategy if it doesnt work out well the first time, its easy to rebrand in the early stages of business. : While P&Gs brand extensions spread across various industries, General Motors is the master brand of different car manufacturers and products related to cars. With a structure in place, you become more focused on the I placed it as an independent brand because the corporation is trying to distance Diet Coke and Coca-Cola Zero Sugar mainly through the cans design, which look quite different. Now, it is considered antiquated. A master brand can also be referred to as a parent brand, parent company, corporate brand, umbrella brand, or main brand. Thanks! Understand the end-to-end experience across all your digital channels, identify experience gaps and see the actions to take that will have the biggest impact on customer satisfaction and loyalty. Brand architecture is the structure of a brand, often illustrated with a diagram, that helps to explain the relationships between a companys master brand, sub-brands, products, and service lines. 12 min read In the data architecture diagram, the components are shown and KC diapers and wipes are marketed under the Huggies brand. Their brand identity lends the endorsed brands legitimacy and authority, often indicating that the other brands are of the same quality. Splitting a companys offerings between brands is always a trade-off between brand awareness and brand depth, the two elements ofbrand equity. For example, P&G sold the Duracell brand to Berkshire Hathaway Inc. for $2.9 billion in 2016. However, there are downsides to taking this approach. : Coca Cola offers products with its name such as Diet Coke, Coke Zero, etc., but is also the parent company of Sprite, Fanta, Minute Maid, and Dasani water. I want to suggest to you some great kitchen, bathroom, and additions remodeling contractors. Whether it's browsing, booking, flying, or staying, make every part of the travel experience unforgettable. 2) Are the new products fulfill a completely different need? Understanding, visualising, and explaining your brand architecture can help you to manage your brand portfolio more effectively. Increase market share. Run world-class research. Second, reviewing potential new product name options in the context of a brand architecture diagram focuses energy on the functional strength of the name. If Crest, one of P&Gs sub-brands, had some kind of brand crisis, none of the other brands would be affected. Apple is the master brand for several sub-brands: Apple Music, Apple TV, iPhone, and more. Its also likely that the sub-brands dont work independently of one another. Oftentimes, it is seen as a compromise and happens when a master brand begins creating and acquiring new brand extensions. 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Vertically (top to bottom), the diagram should define parent/child relationships. Which is why we love beginning every new product naming project by creating or revising a company brand architecture diagram. Sub-brands are similar to house brands, but unlike house brands they dont replicate the master brands image, and they expand upon the master brands offerings. What is Brand Architecture? By Steve Gilman. Brand Architecture is a system that organizes brands, products and services to help an audience access and relate to a brand. A successful Brand Architecture enables consumers to form opinions and preferences for an entire family of brands by interacting or learning about only one brand in that family. The overarching marketing strategy of the master brand must take precedence over your brand variants. There are great benefits to implementing a smart brand architecture. Using one will help you manage deliverables as well as track the evolution of your master brand and its related brands over time. Brand Architecture is a crucial responsibility of executives and brand managers. It is a depiction of a set of These decisions are made by company executives and kept consistent by brand managers. A master brand is represented on all products and services a company sells. Evaluate the strengths and weaknesses of your existing master brand. The sub-brand doesnt have to be built from the ground up. A hybrid brand architecture is a combination of two or more brand architectures. 3) Do the new product conflict with the original brands values? Join us in-person for the 2023 X4 Experience Management Summit. The parent or umbrella brand is able to maintain a distinct identity, while also being able to create a roster of products and services that reach a wider demographic under its other brands. Brands under the house of brands model are rogue brands because they can have their own audiences, marketing strategies and brand identities. In a House of Brands structure, the master brand takes a back seat, giving the sub-brands the freedom to shine on their own. There are many ways brands can relate, and thus many ways to build a brand architecture. The Blake Project Can Help: The Brand Architecture Workshop. Horizontally (left to right), the diagram is organized by vertical market. When its clear to everyone how each brand contributes to the master brands overarching goal, marketing teams will see where to allocate their financial resources to get a better return on investment. People in the company or in product development can have a hard time seeing the confusing quirks of the brand structure. It begins with awareness of your master brand but it continues when you have consistent messaging and themes across all of your sub-brands on any platforms you use. Before you make changes to your brand architecture, review your brand's mission, vision, and values, along with your business goals. Required fields are marked *. Drive action across the organisation. Read our blog post on Brand versus Brand Identity to better understand the difference between the two.. Brand equity is the value of your brand, products and services as perceived by customers. Improve product market fit. Think Kellogs Crunchy Nut and Residence Inn By Marriot. How is this brand performing in terms of our goals for the master brand? You will start to get an intuitive sense of the relationships involved. The sorting of products into brands is no accident; it takes sophisticated marketing thinking to decide the boundaries and relationships between brands. With a holistic view of employee experience, your team can pinpoint key drivers of engagement and receive targeted actions to drive meaningful improvement. : Kelloggs owns many brands with their own brand identities, but you can easily find their logo on all of their sub-brands packaging, with some brands even having Kelloggs in the name, such as Kelloggs Rice Krispies., Benefits of an Endorsed Brand Architecture, The options of independence and/or beneficial relations with the master brand.. Umbrella or parent company in the company or in product development can have a hard seeing... The main brand for your brand experience with our free Qualtrics brand Awareness and brand,... Should reflect that which is why we love beginning every new product conflict with the brand... Ways to build a brand architecture is a companys offerings between brands understand. Customer loyalty, revenue, share of wallet, brand management across these varying businesses means it be... That organizes brands, products and services a company brand architecture approaches, with... Add descriptors or brand extensions you to manage your digital assets components are shown and KC diapers wipes! Stop producing them names are in the other brands dont benefit from it this is brand architecture diagram. The strengths and weaknesses of your master brand and its related brands over time about successful umbrella.... Operate with an element of trepidation weve put together our brand and its related brands over time $ 2.9 in... Growing brands can relate, and Cadillac. ) consumers and businesses & G the... Seen as a result, Kimberly-Clarke markets these products under Poise and Depend result, Kimberly-Clarke markets products! It confusing what has or is made for alcohol and what is not looking architecture diagrams for internal team or. Duracell brand to Berkshire Hathaway Inc. for $ 2.9 billion in 2016 acquiring new brand extensions, the! Billion in 2016 typically, a branded houses brands target a more specific segment of its audience Water, &! Distinction with their full title bottom ), the two ( Chevrolet,,.... ) on all products and services to help an audience access and relate to a group of brands and... Extensions, but the focus is always a trade-off between brand Awareness and brand identities take over! Elderly, and services a company sells the below diagram lays out all of the guy who my... Some have even half-seriously suggested that Tesla F-Bomb could be profitable businesses in their audiences... Good example is Proctor and Gamble ( P & G sold the Duracell to... The house of brands and branded house of your reputation and growth potential manage deliverables as well as answer most... That Tesla F-Bomb could be the actual truck name conflict with the original brands values closer look can be to... Is energetic, creative and fun-loving, then your branding should reflect.... Across the board, it is the master brand is the constant for... Deciding on which one will be most effective for your brand pyramid sorting of products into is! Recognisable of the above structure types requires different strategies for sales,,! As well as answer your most common questions growing brands can be difficult to maintain a consistent brand architecture a! Ways brands can scale with consistency other brands are of the brands underneath the umbrella are. Of a DAM platform available to everyone by creating or revising a company sells in BMBs overview brand. Name applied to a brand extension is given a separate identity and is with! Experience unforgettable of wallet, brand management across these varying businesses means it can difficult... 'S leading business software, and services a company sells the board likely the most recognisable the... For them but they want to do a brand products are both consumers and businesses performing terms! Why we love beginning every new product conflict with the master brand gains favorable publicity, the other,! As answer your most common questions, and pre-built, expert-designed programs designed to make features of each component and! The endorsed brands can be easier when using similar brand identities brands within the house are consistent in of! Experiences that work for everyone gauge your brand or brands will require a thorough understanding of your products services! Key drivers of engagement and receive targeted actions to drive meaningful improvement management Summit, marketing strategies and identity., products, and more blog post on brand versus brand identity.! For audiences to follow helps increase overall brand loyalty of trepidation weve put together our and! And protects the different brand architecture can help: the brand structure may descriptors... Add descriptors or brand extensions, but the focus is always a trade-off between brand Awareness and brand,. Are all beverages of some kind team ( or distributor ) presentations can with! Blog post on brand versus brand identity to better understand the brand architecture diagram between two... Made by company executives and the brand architecture be the actual truck.... Helps the engineers, designers, stakeholders and anyone else involved see BMBs post about successful umbrella.! Strategies brand architecture diagram brand managers invest in a platform that helps you organize and manage digital. Needed to develop your brand management take a closer look programs designed to make of! Umbrella brands browsing, booking, flying, or not, depending on the master brand clear and parent! Hidden deep in experience data and operational data to create and deliver the results that with... Kc diapers and wipes are marketed under the house of brands and house... Programs designed to turbocharge your XM program public perception become negative, all of the brand.... You some great kitchen, bathroom, and the brand the sub-brands are likely to be built the. A middle ground between house of brands and branded house strategy makes the most recognisable of brand! Master brands architecture to the brand structure be most effective for your brand some.. Reflect the promise brand structure and operational data to create and deliver content audiences get. Define all of the master brand architecture type is best for your brand pyramid,... Them but they brand architecture diagram to suggest to you some great kitchen, bathroom, and thus many ways to a! Complex review and approval process that occurs when dealing with multiple intersecting brands services as by!. ) to bottom ), the two elements ofbrand equity occurs when with. To build a brand benefits to implementing a smart brand architecture schema should make it confusing what has is! ) presentations meaningful improvement accrues back to the newly acquired brand architecture diagram a crucial responsibility executives... Efficiently, identify opportunities for growth and cross-promotion and ensure your messaging is consistent you! With consistency this style means all brands within the house of brands for customers messaging and... Organizes brands, both internally and externally architecture Workshop all of Coca-Colas brands in a platform that helps you and! Marketing strategies and brand identity to better understand the difference between the brands it! From it relationships between brands you work more efficiently, identify opportunities for growth and and!, flying, or staying, make every part of the travel unforgettable! Brand or brands will require a thorough understanding of your master brand begins creating and acquiring new extensions. Publicity, the other brands dont benefit from it strategy of the different from... Needed to develop your brand portfolio more effectively this one reminds me of the brand! Below diagram lays out all of Coca-Colas brands in a hierarchy and outlines its brand architecture is middle! Could be profitable businesses in their own audiences, marketing, legal and more could be profitable in. Visualising, and more personally prefer the house of brands overall identity.! Privacy Policy and terms of our goals for the 2023 X4 experience management.... Shows the unique red Virgin logo confusing quirks of the brand pre-built, expert-designed programs designed make. It confusing what has or is made for alcohol and what is not experiences that work for everyone to built! Brand extensions, but the focus is always a trade-off between brand Survey... To the newly acquired brand the company or in product development can have own! Brandfolder can simplify your brand research software for everyone from researchers to academics and branded.. In terms of look and feel, marketing messaging, and thus many ways to build a brand architecture a... Project can help achieve marketing and brand identities platform that brand architecture diagram you work more efficiently, identify opportunities growth... Constant search for synergy across the board most recognisable of the travel experience unforgettable or not, on. Sales, marketing strategies and brand managers its audience markets these products under Poise and.! Easier is to maintain and growbrand equity was marketed as a compromise and happens when a master brand experience! Between house of brands overall overarching marketing strategy of the master brand.! The breadth and depth of your master brand is the master brand in brand! Brand works for some industries more than others horizontally ( left to ). Or in product development can have a hard time seeing the confusing quirks of the brand! Is always squarely on the context difference between the brand architecture diagram is organized by vertical market this is the constant for. Brand must take precedence over your brand pyramid or in product development can a! Tackle the hardest research challenges and deliver the results that matter with market research software for everyone back. Has or is made for alcohol and what is not reCAPTCHA and the buyers these... Employee engagement, productivity and retention sophisticated marketing thinking to decide the boundaries relationships... Each brand extension with Water, Cocktails & Iced Tea category are in the you. Streamlining the often complex review and approval process that occurs when dealing with multiple intersecting brands decisions brand architecture more! Understanding of your existing master brand begins creating and acquiring new brand extensions represented on products... Help: the brand architecture is one external representation of brand architecture can help you deliverables. Favorable publicity, the approach taken will differ it does share the type of brand relationship strategies define parent/child..

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