Emerging brand
An emerging brand is a small or recent brand that a company regards as strategic because it expects it may become a significant brand in the future
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
In brand portfolio management, this role justifies investment and attention even though the brand contributes little in sales or profit today. It is a bet on potential, for instance because it targets a growing segment or a new category.
Outside brand architecture, the term is also used more generally for new brands that are beginning to gain awareness in a market, as in fashion or consumer goods.
Also known as
rising brand
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