The Role of the Internet in Influencing Multi-branding Strategies: An Empowerment Theory Perspective

Branding has historically served as a crucial marketing tool, offering firms a means to capitalise on established brand values to address customer trust concerns. However, the Internet’s proliferation has transformed information accessibility, challenging traditional brand strategies. This paper presents an ongoing case study on Maxim’s Caterers, a Hong Kong-based food and beverage chain, to examine how the Internet influences multi-branding efficacy. During the 2019-2020 Hong Kong protests, Maxim experienced brand backlash, revealing the internet’s power to undermine multi-brand strategies. Through a three-stage model— (1) aggregating information by passionate users, (2) broader information usage and sharing, and (3) weakening multi-branding strategy—our findings elucidate how the internet weakens multi-brand strategies by empowering customers. By understanding this process, brand owners can develop more informed branding strategies to navigate the evolving digital landscape. This research contributes to bridging the gap in understanding the internet’s impact on brand strategies amid increasing connectivity.