Second brand
A second brand is the variant of one or more other brands offered in the same product area that have been simplified in terms of price and possibly quality.
The positioning of the second brand is usually clearly differentiated from the first brand, for example by emphasizing other brand attributes or a considerably lower price.
In the case of a brand with a higher quality or price, one speaks of a premium brand .
A secondary brands is not a sub-brand or a trademark to be confused. Some originally independent brands have become second brands through company acquisitions.
Individual evidence
- ↑ Karsten Kilian : Second brand. In: absatzwirtschaft.de. October 7, 2014, accessed September 3, 2018 .
- ↑ Karsten Kilian: Premium brand. In: absatzwirtschaft.de. October 7, 2014, accessed September 3, 2018 .