Many companies use their corporate brand and partner it with its other brands using one of the two strategies: Sub-Branding or Endorsed Branding. Both of these are multi-brand portfolio strategies and aim to combine the cost efficiencies of the branded house along with the meaning differentiation and the risk-diversion of the house of brands strategies.
For example GE brands a wide range of products from home appliances to aviation systems to healthcare product and services, the company uses its brand in different ways across its portfolio. It is used as a corporate brand and also paired with non-branded products descriptors (GE Aircraft Engines), also together with multiple sub-brands on household appliances (GE Monogram), and as an endorser brand in energy consulting (Current, powered by GE).
Let's take a look at each of the 2 multi-brand strategies in more detail:
Sub-Branding Portfolio Strategy
This involves the pairing of a corporate brand with another brand called the
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