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Neither type is better than the other. Some companies use a mix of both. The key is to have a well-defined brand architecture strategy. Steps to maximize brand architecture (as suggested in paper): take stock of your brand portfolio from the perspective of customers because their view is the foundation for your strategy; do "brand relationship mapping" to identify the relationships and opportunities between brands across your portfolio. Check for these criteria: the perceived or potential credibility of the brands in that space ? the perceptual license; whether or not the company currently has or can develop competencies in that space ? the organizational capabilities; and whether the size and current or potential growth of the market is significant enough to merit exploitation and investment ? the market opportunity...
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