What do these pictures have in common? They represent different approaches to Concha y Toro's question of top down or bottom up branding. Companies strive for a strong reaction when customers ask "What is in a brand?" For companies like HP, it is very challenging. HP makes printers, scanners, laptops, cameras, among other tech products all with varying degrees of success. Much of their recent struggles can be attributed to an inability for consumers to know what their core specialty is.
IBM has long been known for their staunch reluctance to use any of their sub brands in their advertisements. During my time in their sales force, nothing was more frustrating than having to peddle an obscurely named product with no brand recognition behind it in an increasingly specialized IT world.
These approaches are contrasted with the final image demonstrating the litany of household names under the control of the major consumer product companies. These companies have developed an instant consumer association with their product but crafting dozens of marketing campaigns to ensure that each product has its own unique message. Given Concha y Toro's status as a player in a market where only a few countries are able to denote their wines as worthy aspirational, they would be better off creating unique sub brands.