ABSTRACT
In the 1970s and 1980s, branding was relatively simple. A single product from a single company would deliver a single promise, for example, the Bic razor, Coca-Cola (before light or diet), and the Sony Walkman. As a result, most internal and external stakeholders could understand the complexities involved. The brand signals the origins of the product and distinguishes it from other similar product offerings from other sources. But as soon as these successful companies launch a second product, decisions have to be made. Should the new product be associated with the original product brand, with the company that produced it , or would it be better if it were seen as a totally separate brand‘?
