What is a multi-brand strategy?

When a company sells products or services via several brands, it has a multi-brand strategy. Take Pendragon, for instance. You may not know the name, but you may well know CarStore, Evans Halshaw and Stratstone, its motor retail brands. Multiple brands enable a company to target different audiences, secure greater shelf space and grab more market share. Is multi-brand a smart approach? It can be, but it’s not for everyone.

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