The success stories have been about individual brands, not success through consolidation.
(Information Resources does not release sales figures for individual brands.)
It allows following competitors using comparisons between the individual brands.
The individual brands are presented to consumers, and the parent company name is given little or no prominence.
Brand Architecture reviews considers whether individual brands are too fragmented and extended.
Substantial investment is made in developing the profiles of the individual brands.
The use of a star's individual brand has met a mutuality of needs.
To engage with an individual brands must realize they are competing against the time an individual spends on line.
It has also proven to give more exposure to individual brands.
Each individual brand should list all additives, not just the prohibited ingredients.