Stretch the brand through halos
Toby Southgate and Rupal Gadhia The Brand Union
Appreciation of the halo effect of sub-brands is vital in deciding how to extend, diversify and manage a brand portfolio
What's the best way for an organisation to formalise and manage its portfolio of products and services? How can success in one category be leveraged to support growth in another? Brand owners in multiple industries have long tussled with the impact that sub-brands, brand extensions, line extensions and endorsements can have on the parent or master brand.
Sub-brands are products or services that are associated with...