# Emerging brand: what it is and how it works · Zorraquino
> An emerging brand is a small or recent brand that a company regards as strategic because it expects it may become significant in the future.
URL: https://www.zorraquino.com/en/dictionary/branding/emerging-brand.html

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Brand portfolio](https://www.zorraquino.com/en/dictionary/branding/brand-portfolio.html)
- [Brand role](https://www.zorraquino.com/en/dictionary/branding/brand-role.html)
- [Brand architecture](https://www.zorraquino.com/en/dictionary/branding/branch-architecture.html)