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Archives for : Shane McMahon

Contemplations on a WWE Brand Extension: Why it’s “Best for Business” and Could Be Done Better

In 2002 the WWE came up with an innovative business strategy. They split their company’s roster of talent into two separate promotions, or brands. The Raw brand and its opposite, the Smackdown brand. By 2011 the initiative had run its course and the two shows’ rosters were merged once again. However, with the recent return of Shane McMahon, rumors are abound of a possible return of the “brand extension.”

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