By the end of this episode, you’ll know how multibranding works and when to use a multi-branding strategy. 

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First, you’ll discover how brand architecture contains many techniques and strategies such as umbrella branding, branded house, house of brands, and multibranding among others. 

Next, we’ll dive into the question “What is multibranding?” to discover how established brands use this strategy to introduce a new brand into a category where they already have an established brand. 

Then, you’ll learn why and when brands would use a multi-brand strategy and how they can leverage it to increase overall market share. 

Next, we’ll dive into a multi-brand strategy example from Procter and Gamble and how they used both the Tide and Cheer brands in the same detergent category to increase overall market share. 

Finally, we’ll uncover the advantages of this technique including increased brand equity, increased brand presence, and increased market share As well as the disadvantages such as brand cannibalization, brand management issues, and customer confusion. 

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