What is a sub-brand?

A business unit that, for the purpose of clarifying a product offer or exploring a market niche, is given a specific identity and its own values that differentiate it from the parent brand in which it is included.

The method used by a company to organise its sub-brands and the role that each plays in the relationship with the parent brand determines the model of brand architecture adopted, which may be family, endorsed or individual.

Other denominations:

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