Brands to the power of two

Dörffer, Christian; Aaker, David
April 2006
Brand Strategy;Apr2006, Issue 201, p30
Trade Publication
The article provides some insights into the challenges, benefits and trials of the increasingly common dual brand ownership issue, specifically in Great Britain. Apparently, companies were forced to share ownership of their trademarks with other corporations to allow them to succeed globally. International dual brand ownership must build a dominant brand with the global customer which requires both a global brand strategy and a highly coordinated execution, examples of which are those practiced by Ford Motor and Hilton Hotels Corp.


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