Sub-brand
A sub-brand is an additional brand in a brand family that identifies a specific product or product variant. In most cases, only certain brand elements of the family or umbrella brand are transferred to the sub-brand. The sub-brand typically contains the family or umbrella brand.
Examples:
- Nivea = family brand, Nivea for Men = sub-brand, Beiersdorf = umbrella brand.
- Mercedes-Benz = family brand, Mercedes-Benz EQ = sub-brand, Daimler = umbrella brand
Model names such as Mercedes-Benz S-Class are also sub-brands according to this scheme. Mercedes-Maybach , on the other hand, is considered a premium brand (a higher-quality second brand, so to speak ). Sub-brands can be protected under trademark law in the same way as trademarks in general .
Especially with a brand of lower price or quality, one speaks of a second brand,
Individual evidence
- ↑ Entry in the brand dictionary: sub-brand. In: absatzwirtschaft.de. October 7, 2014, accessed July 20, 2018 .
- ↑ Karsten Kilian : Second brand. In: absatzwirtschaft.de. October 7, 2014, accessed September 3, 2018 .
Web links
- Fabian Hoberg: New cars need new brands: the phenomenon of sub-brands. In: Aachener Zeitung online, "Auto" guide, January 17, 2017