B2B brand architecture

Millad
NX8000 is not exactly the kind of brand name that rolls off the tongue, nor
does it have the easy brand recognition of a Nike Air, Apple iPad, or Diet
Coke. Yet Millad NX8000, a chemical additive from Milliken Chemical, a division
of privately held Milliken & Company, refers to a product that is present
in more households than any of these better known consumer brands: it is the