Excerpt:
Juniper is a Single Brand Company
This strategy is also commonly referred to as a Master Brand Policy.
In the Juniper model, ALL products come under, and leverage, the
corporate name (brand). Two of the biggest benefits of a single brand strategy are increased brand awareness and cost efficiencies.
By focusing our resources on the Juniper brand, we create greater awareness across all of our product offerings. This strategy reinforces that each individual element has as strong, integrated relationship to a greater whole. This allows Juniper to leverage its strong reputation, to share successes and even to support our cross sell objectives.
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Source:
Juniper Networks, Inc. - Corporate Branding Style Guide
