# Overbranding: what it is and how it works · Zorraquino
> Overbranding is an excess of brands or sub-brands in a company’s portfolio, fragmenting the offer, spreading investment and confusing audiences.
URL: https://www.zorraquino.com/en/dictionary/branding/overbranding.html

# Overbranding

Overbranding is an excess of brands or sub-brands in a company’s portfolio, which fragments its offer, spreads investment thinly and confuses audiences

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It typically occurs when a new brand is created for each product, line or campaign without a clear strategic reason, for instance by applying independent or endorsed brand models where they are not needed. Each brand demands its own communication and upkeep, and many never achieve enough awareness.

It is the opposite of underbranding. It is addressed by reviewing brand architecture, grouping offers under stronger brands and keeping stand-alone brands for cases where they add clear differential value. The term is also sometimes used for an excess of logos or brand elements on a single piece.

Also known as

brand proliferation

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Underbranding](https://www.zorraquino.com/en/dictionary/branding/underbranding.html)
- [Brand architecture](https://www.zorraquino.com/en/dictionary/branding/branch-architecture.html)
- [Brand portfolio](https://www.zorraquino.com/en/dictionary/branding/brand-portfolio.html)