What is sub branding?

Introduction

Sub branding is a marketing strategy that involves creating a distinct brand identity within a larger parent brand. It allows companies to target different customer segments or markets while maintaining a connection to their overall brand. In this article, we will explore the concept of sub branding in more detail, including its benefits and potential challenges.

In the “think, feel, do” model of marketing communications, what follows “awareness”?

What is Sub Branding?

Definition: Sub branding refers to the practice of creating a separate brand identity that is connected to a parent brand. It involves developing unique brand elements, such as a name, logo, and visual identity, while still maintaining a relationship with the main brand.

Purpose: The primary purpose of sub branding is to target specific customer segments or markets that may have different needs or preferences. By creating a distinct brand identity, companies can tailor their marketing efforts and product offerings to better resonate with these specific audiences.

Examples: Many well-known companies have successfully implemented sub branding strategies. For instance, Procter & Gamble (P&G) is a parent brand that encompasses various sub brands like Tide, Pampers, and Gillette. Each of these sub brands has its own unique identity and caters to a specific market segment.

Benefits of Sub Branding

Market Segmentation: Sub branding allows companies to segment their target market and create specialized offerings for different customer groups. This approach enables businesses to better understand and meet the specific needs and preferences of each segment, leading to increased customer satisfaction and loyalty.

Brand Extension: Sub branding can also facilitate brand extension strategies. By leveraging the reputation and recognition of the parent brand, sub brands can enter new markets or product categories with a higher level of trust and credibility. This can help accelerate the growth of the sub brand and increase its chances of success.

Flexibility and Adaptability: Sub branding provides companies with the flexibility to adapt to changing market conditions or trends. If a particular sub brand is not performing well or needs to be repositioned, it can be done without affecting the parent brand. This flexibility allows companies to experiment and innovate while minimizing the potential risks associated with brand changes.

Challenges of Sub Branding

Brand Dilution: One of the main challenges of sub branding is the risk of diluting the parent brand. If the sub brand fails or faces negative publicity, it can have a detrimental impact on the overall brand reputation. Companies must carefully manage the relationship between the parent brand and its sub brands to ensure consistency and avoid any negative spillover effects.

Complexity: Implementing a sub branding strategy can be complex, particularly for large organizations with multiple sub brands. It requires careful coordination and management of brand identities, messaging, and marketing efforts. Without proper planning and execution, sub branding can lead to confusion among customers and internal stakeholders.

Conclusion

Sub branding is a powerful marketing strategy that allows companies to target specific customer segments or markets while maintaining a connection to their parent brand. It offers numerous benefits, including market segmentation, brand extension, and flexibility. However, it also comes with challenges, such as brand dilution and complexity. By understanding these factors and implementing effective sub branding strategies, companies can successfully leverage the power of sub brands to drive growth and enhance their overall brand equity.