To sub-brand or not to sub-brand

In a marketing environment, where there are fewer new brands being launched and a corresponding proliferation of sub-brands, the brand architecture questions that need more attention right now are on what basis and for what purpose are you launching a sub-brand and when is it right to kill off existing sub-brands? How do you avoid brand overload which in turn can lead to the dilution of the master brand and unnecessary empire-building by marketing managers.

To sub-brand or not to sub-brand

Giles LuryThe Value Engineers

Sub-brands are less costly and less risky than launching a new brand, but they can lead to brand overload, which, in turn, can hurt the master brand.

A great deal has been written about the definition and codification of the different types of brand architecture models companies adopt, from the Monolithic to the Mixed Economy approach.

However, in a marketing environment, where there are fewer new brands being launched and a corresponding proliferation of sub-brands, perhaps the brand architecture questions that need more attention are, on what basis, and...

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