What is overbranding?

Common brand architecture error consisting of the indiscriminate application of decentralised business models, such as an endorsed brands orindividual brands, causing the company's catalogue to be fragmented into superfluous sub-brands. In addition to the high investment required to maintain multiple unnecessary brands on the market, with their respective commercial messages and corresponding branding, the excess offer may saturate the public, generating anxiety, confusion and, consequently, a dispersion of consumption habits.

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