When a new category emerges, one or two brands typically establish themselves and define the category mainstream. Subsequent entrants need to provide a reason to be bought by offering either a premium or budget alternative or positioning themselves as the best at an aspect of delivery that some people value highly.

In mature categories, the ideal portfolio has a strong brand in each segment.

Check out 'The Smart Marketing Book' for examples of companies that have built strong brand portfolios based on this thinking.

What to learn more? Try asking Virtual Dan White.