An important type of branding is called sub-branding. It refers to
the introduction of a subordinate brand that categorizes (part of) a product line within the whole brand system.
Sub-brands help to formulate and structure offerings and to modify a brand’s identity, because sub-brands can change association.
For example, it can ease access to particular associations of the parent brand and allow the generation of more product-specific brand beliefs and associations. Sub-brands are thus a new dimension below the parent brand, developed in order to change and improve the brand’s meaning.
Because sub-branding is important in brand strategy, it is important to know about the different types of sub-brand. The following sub-brand types exist:
1. Generic Sub-brand: In this case the new brand is just used as a category identifier. This means that the additional element of the sub-brand is only connecting the brand with the product category. An example is
Diet Coke, that
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