The synthesis and characterization of complex dendritic, rigid rod poly-2,7-fluorene homopolymers and copolymers via a macromonomer approach is reported. Several 2,7-dibromofluorene monomers containing benzyl ether dendrons (generations 1, 2, and 3) in the 9,9'-position of the fluorene ring were prepared and employed in condensation polymerizations to yield both homopolymers and copolymers with diethylhexylfluorene. Fluorescence measurements of the materials reveal extensive conjugation along the polymer backbone. The determination of the solid-state PL spectra and quantum efficiencies showed that there is an apparent optimum size of the dendritic side groups with the [G-2]-derivatives showing high reactivity with associated site isolation of the conjugated chain. AFM analysis and DSC results confirmed that the hybrid polymers and copolymers did not show any sign of a microphase-separated morphology. First EL-results demonstrated that the homopolymers have higher turn-on voltages then the corresponding copolymers.