Evan Davis discusses the reasons why some companies have multiple brands. Is it to bamboozle or does it help consumers navigate the wide variety of choices? Can there be too many? When does product proliferation make sense? Evan talks to three guests: a brand consultant, a marketing executive from drinks company Diageo and a representative from Johnson & Johnson about how we can better understand the world of brands.

GUESTS

Robert Jones - Brand consultant at Wolf Olins and a visiting professor at the University of East Anglia