Sub-Branding Strategy and Endorsed Branding Strategy

Brand Management
Knowledge Center

 

Next Topic

Brand Management > Forum > Sub-Branding Strategy and Endorsed Branding Strategy

Sub-Branding Strategy and Endorsed Branding Strategy
Parag Utekar, Student (MBA), India, Premium Member
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 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:
  1. Sub-Branding Portfolio Strategy This involves the pairing of a corporate brand with another brand called the sub-brand in ta (...) Read more? Sign up for free

Please register now to read all responses and to join this discussion yourself. It's easy and 100% free.

Sign up for free     Log in


   
Special Interest Group Leader

Are you an expert in this field? Sign up for free


Brand Management
Summary
Forum
How to Protect your Internet Domain Name?
Effects of a Product Recall on Competitors
Sub-Branding Strategy and Endorsed Branding Strategy
Brand Portfolio Strategy: Mono- and Multi-Brand Strategies
🔥Brand Roles and Scope
How to Maintain a Brand once it's Established?
Best Practices
🥇Managing Brand Hierarchy
🥈3 C's of Brand Positioning
🥉What is Brand Rivalry? Definition
Brand Comparison in Advertising
What is Orange Marketing? Definition
Brand Advertising versus Positioning


Brand Management
Knowledge Center

 

Next Topic



About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2020 12manage - The Executive Fast Track. V15.5 - Last updated: 7-7-2020. All names of their owners.