Sub-Branding Strategy


Definition: Sub-Branding Strategy is a brand portfolio strategy involving the pairing of a corporate brand with another brand called the sub-brand in tandem, to create and communicate meaning. Sub-brands help modify the meaning of the parent brand concerning a particular customer base or a particular context. The sub-brand also manages to help the parent brand signal something special about the parent brand, which is different from the other products that the parent brand adorns.



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