The purpose of this master's thesis is to present both the theoretical and practical aspects of a multi-brand management strategy within the same product category. Using the example of Kozmetika Afrodita, a leading Slovenian cosmetics company that markets its products under two distinct brands – Afrodita Cosmetics and Afrodita Professional – the study explores the key factors influencing the effectiveness and long-term success of a dual-branding strategy. The empirical part is based on interviews with key employees directly involved in managing both brands. The findings highlight the reasons for implementing a dual-branding approach and identify its main advantages, challenges and limitations. Particular attention is given to issues of brand differentiation and the management of intra-brand cannibalisation. The thesis connects theoretical frameworks with empirical insights and contributes to the academic discourse on brand portfolio management. The results are relevant for both researchers and companies aiming to manage their brand portfolios effectively in a dynamic and competitive market environment.
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