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...