This series of discussions presents commentaries and a rejoinder on the economic perspectives on branding arising from Moorthy [Moorthy S (2012) Can brand extension signal product quality? <i>Marketing Sci.</i> 31(5):756-770].

We develop a theory of collective brand reputation for markets in which product quality is jointly determined by local and global players. In a repeated game of imperfect public monitoring, we model collective branding as an aggregation of quality signals generated in different markets. Such...

Consider a two-product firm that decides on the quality of each product. Product quality is unknown to consumers. If the firm sells both products under the same brand name, consumers adjust their beliefs about quality subject to the performance of both products. We show that if the probability...