Can having an established brand ever work against me? Well, not really. To most, an established brand would be the goal. But there are a few situations where being an unknown can be an advantage. If your business is of a sensitive nature, (Cambridge Analytica springs to mind, or an abattoir for example) you probably wouldn’t want to become a household name – you might become the face of something perceived as a “bad thing”. But for 99% of businesses, an established brand results in increased turnover. Simple as that.
There is also the issue of being known for one thing at the detriment of others – but that can be sorted with good brand strategy. An example of this might be Euro Car Parts, who also sell all other car parts (bad name in hind site – should have planned it better)
One potential issue to watch out for is standards slipping, bad customer experiences and scandal – An outbreak of salmonella could be a PR disaster for an established – restaurant the bigger the brand of restaurant the more people will hear about it. It takes one bad review to bring down a chain of restaurants or BP and the Gulf Oil disaster.