What is Sub-branding? 3 Types of Sub-brands

12manage is hiring Management/MBA Students!

Branding > Forum Log in

What is Sub-branding? 3 Types of Sub-brands
Anneke Zwart, Moderator
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 brandís 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 brandís 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 associates being on a diet with the parent brand Coke.
2. Genuine Sub-brand: This type of sub-brand is used when the objective is to generate unique characteristic at the sub-brand level. An example is Coke Zero, in which the unique equity is the very low level of calories in Coke Zero.
3. New Sub-brand: In this case the sub-brand that is developed has no association with the parent brand at all. Actually it is a completely new brand. An example of Coke is the introduction of a totally new brand called Sprite, a lemon-lime flavoured drink.

There are many factors that affect the successfulness of sub-brands. Examples are:
- The age of the parent brand
- The objectives of launching the sub-brand
- The size of the market
- The position of the company in this market

Therefore, it remains unclear what sub-brand type is most appropriate in specific situations. This can be seen by the fact that companies competing within a specific product domain are often using different approaches to sub-branding.

Source: Rahman, K and C.S. Areni (2014) Generic, Genuine, or Completely New? Branding Strategies to Leverage New Products, Journal of Strategic Marketing, 22:1, 3-15

Appreciate this Great Explanation of Sub Branding
arjmand, Member
This article was so useful for our research about branding and sub-branding.
Thanks a lot from Tehran.



  Do you wish to study further? You can learn more from the summary, forum, discussions, lessons, courses, training, instructions, expert tips, best practices and education sources. Register.  

Special Interest Group Leader

You here

More on Branding
Best Practices

Expert Tips


About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
© 2018 12manage - The Executive Fast Track. V14.1 - Last updated: 23-6-2018. All names ô of their owners.