Mixed or hybrid model

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The hybrid or mixed model is also known as Hybrid Brands and is based on a mix between the models we saw previously.

In it, a corporate brand combines various brand architecture models according to the different business strategies.

The hybrid model often arises when the corporate brand acquires other companies from different segments, making integration with the other brands difficult.

An example of a hybrid model is Coca-Cola. qatar mobile database Originally, the Coca-Cola brand followed a monolithic model with secondary brands: Coca-Cola Light, Coca-Cola Zero and other editions of the famous drink.

As the company grew, it acquired other brands, all of which were supported by the corporate brand and left outside the monolithic model.

Another example of a brand that opted for a hybrid model is Disney, which also started using the monolithic model: Walt Disney Pictures and Disney World.

As it acquired new brands, they followed the model of independent brands, as it did when it bought Marvel and its sub-brands.

In some cases, it has already opted for the brand support model, as it did with Pixar and Club Penguin.