Sub brands live underneath the corporate brand and need to have their own little brand universe consisting of brand promise, image, value, visualization, etc.

Create sub brands to target specific consumer groups or technologies better. One corporate brand can be strong for a corporation but it can not transport various specific brand promises. A carefully deployed sub brand architecture can add trust and reputation value from the umbrella corporate brand and in addition deliver its own set of brand promises.

Marketing EffectivenessMarketing Mix StrategyBrand Strategy, Protection & ManagementBrand & Value DevelopmentSub Branding