Katz Files – Arnie Katz
WWE’s Brand Illusion
The Kingfish Arnie Katz takes a long, hard look at the WWE’s branding policy as WrestleMania 25 and the annual re-organization loom closer,
One of the most controversial moves WWE has ever made was its decision to segment its product to create three brands: <Raw, Smackdown and ECW. Some fans resented the whole concept of breaking the WWE roster into three groups, claiming that it would dilute the product to the detriment of the show.