10/5/2011· Branding - Brand Management
Blood, Sweat and Tiers: Building Optimal Brand Identity Architectures
By: Rob Wallace
Brand extensions are more than twice as likely to succeed as new brands. With mega-brands like Crest extending to more than 80 SKUs in the United States alone and over 300 products worldwide, today's brands are not just expanding-they are hyper-proliferating.