It requires more care to manage the brand, but I wouldn't say it's undoable. Rolls-Royce have held cars, nuclear and other energy solutions under one brand. Si

It requires more care to manage the brand, but I wouldn't say it's undoable. Rolls-Royce have held cars, nuclear and other energy solutions under one brand. Similarly Saab has made both cars and fighter jets. Yes, currently these are under different legal entities and they only share the brand. But it worked well during the decades they were under the same umbrella.