Brand Flexibility

Amazon's brand has been relatively focused on publishing...well...also consumer goods from clothing to appliance resale. And now B2B Cloud Computer services.

Brands can stretch and flex to include various lines of products and services. Consider the Virgin Group. And then there are a lot of other very old, huge corporations like GE...their brand applies to major shares in a dozen of unrelated industries from locomotives, jet turbines, household appliances to financing, banking and then there are other industries where the GE brand is shrouded by the brands acquired such as ABC, NBC, Universal, CNN...