Sub-brand is a concept opposite to the parent brand. The sub-brand is owned by the parent brand, and the parent-child brand represents the asset affiliation.

It is generally believed that the parent brand and the sub-brand should be linked so that the parent brand and the sub-brand interact positively, so that the sub-brand can be effectively promoted with the help of the influence of the parent brand, and the success of the sub-brand can Feed back and enhance the brand equity of the parent brand. Specifically, there are two ways to link the parent brand and sub-brands: dual-brand strategy and guaranteed brand strategy. Extended information

In some cases, the parent brand is the main brand and in some cases it is not. For example, the Nestlé parent brand has 6 global sub-brands - nestle, nescafe, nestea, buitoni, maggi, purina. The parent brand Among its seven strategic businesses, dairy products, candy, beverages and ice cream are main brands or close to main brands, while the main brands in food, pet care and food services are indeed buitoni, maggi and purina.

The parent brand is the main brand. For example, Forte hotels, as the parent brand, responds to different market segments through the structure of main and sub-brands. Forte travellodge targets roadside convenience hotels, Forte posthouse targets mass hotels, and Forte crest Forte grand is aimed at high-quality business hotels, and Forte grand is aimed at high-end international hotels. In these market segments, Forte exists as the main brand.

Baidu Encyclopedia—Mother Brand