Stretch the brand through halos

Sub-brands are products or services that are associated with a parent brand but have a positioning or essence that make them unique from the parent brand.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands