There is no real long term value in having two brands if there is no real and significant difference between the products offered. If you have two brands that are different in design and performance there is a great value as you can position specific brands and their models against specific competitors and still retain margin. The Raymond and Toyota Class I and Class II trucks are different in this perspective today. Toyota cannot go as high as Raymond and the Raymond trucks have higher performance characteristics as well as a higher level of technology. This is done to position the Raymond trucks in the high lift high cycle applications against Crown and Toyota aginst the rest of the pack. It works from a pricing standpoint as well as a competitive comparison perspective.
The Hyster and Yale model where there are two brands that are identical other than cosmetics leads to brand and margin cannabilization and the long term weakening of one brand over the other. That is one of the reasons why today Hyster's market share is lower than Yale's. Years ago the reverse was true.