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Dream of birthing a sibling brand?
The Immutable Laws of Branding seem to suggest that companies concentrate all their efforts and resources on a single brand for a single market. Stay focused, right?
Yes. But, there comes a time when it makes sense to launch a second brand, or a third, or a fourth. Watch out, though. If not handled properly, the second brand can dilute the first brand and waste resources....

Why do companies use sub-brands?
In many cases, corporate ego is mixed with the intention of capitalizing on a well known core brand to launch into new territory. The branding strategy is based on a promise. We will increase overall sales by endorsing the sub-brand’s product, which...

For some reason, nothing causes as much confusion during the branding process as the use of the company name.
The matter of how to use a company name is clear-cut from a marketing standpoint, and yet most companies do not follow the laws of branding, and defy logic.  The brand name should always take precedence over company names because Consumers Buy Brands...

Article’s like this one by the CBC ask, When will the brands ever learn?
…”time and again, we see those same campaigns get mocked, hijacked, and twisted beyond belief by people who use services like Twitter…”
In the end, we’re still talking about Coca-Cola....