Sportware, a leading shoe manufacturer, markets sneakers under the brand name "Athletix" and dress shoes under the brand name "Cameo" in order to target the two different market segments. What branding strategy is most likely being used by Sportware?

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Sportware is using multibrands strategy by creating two separate and distinct brands, Athletix and Cameo, to target different market segments. This allows them to avoid confusion among customers and to strengthen their market position in both the athletic shoe and dress shoe markets. Brand extensions would involve expanding the Athletix or Cameo brand into other product categories, while line extensions would involve introducing new variations of existing products under the same brand. New brands would involve introducing completely new brands to the market, and co-branding would involve pairing two existing brands together for a product or marketing campaign.

Sportware, a Leading Shoe Manufacturer, Markets Sneakers Under the Brand