Business Case Studies & Business Publications

A Concise Guide to Parent Brands and Sub...

Wilcox, Ronald T.

Technical Note

A Concise Guide to Parent Brands and Subbrands

Wilcox, Ronald T.

M-0973 | Published August 19, 2021 | 5 pages Technical Note

Collection: Darden School of Business

Product Details

In the field of branding, terms like parent brands and subbrands are often used in imprecise ways. The general lack of clarity around these terms can lead to poor marketing communication and confusion about marketing strategy. This note offers a synopsis of what parent brands and subbrands are, explains the advantages and disadvantages of incorporating them into a company’s brand architecture, and provides numerous examples of each.