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Monolithic brand or Branded house Examples include Virgin Group, Red Cross or Oxford University. These brands use a single name across all their activities and this name is how they are known to all their stakeholders - consumers, employees, shareholders, partners, suppliers and other parties.
2. Endorsed brands Like Nestle's KitKat, Sony PlayStation or Polo by Ralph Lauren. The endorsement of a parent brand should add credibility to the endorsed brand in the eyes of consumers. This strategy also allows companies who operate in many categories to differentiate their different product groups' positioning...
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