Underbranding
Underbranding is the insufficient use of brands in a company’s portfolio, grouping offers that are too different under one name and confusing audiences or limiting their potential
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It often arises from applying a single-brand or monolithic model too rigidly: if one brand covers products with very different ranges, audiences or prices, its meaning becomes blurred and one offer may harm perceptions of another.
It is the opposite of overbranding. It is addressed by considering sub-brands or endorsed brands when a line needs its own positioning, without falling into the opposite excess. The decision depends on how different the audiences and propositions are.
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