Sub-brand

from Wikipedia, the free encyclopedia

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

  1. ↑ Entry in the brand dictionary: sub-brand. In: absatzwirtschaft.de. October 7, 2014, accessed July 20, 2018 .
  2. ↑ Karsten Kilian : Second brand. In: absatzwirtschaft.de. October 7, 2014, accessed September 3, 2018 .

Web links