subbrands

A subbrand is a secondary brand that operates under a larger parent brand. It is created to address a distinct product category or market segment while leveraging the parent’s awareness and credibility. Subbrands extend a company’s portfolio without launching a wholly independent brand, and they can carry their own identity, value proposition, and positioning alongside the parent brand.

In branding practice, subbrands sit within a brand architecture strategy. They differ from simple product lines in that they maintain a name that is clearly connected to the parent brand while offering differentiated features or target audiences. Naming patterns vary: some subbrands extend the parent name (Diet Coke) or combine a descriptor with the parent (Coca-Cola Zero Sugar); others establish a more autonomous identity (Lexus) while sharing branding cues like logos and color schemes. The degree of autonomy and the amount of parent-brand endorsement depend on strategic goals.

Subbrands can signal differentiated positioning, enable targeted marketing, and help portfolio diversification while sheltering the core brand from a poor-performing product. They may aid cross-selling and faster market entry. However, they can also dilute brand equity, create consumer confusion, or require more complex governance across product development, packaging, and communications.

Examples include Coca-Cola with Diet Coke and Coke Zero; Toyota with Lexus; and AmazonBasics, the sub-brand used by Amazon for budget electronics and household items.