Main Brand And Sub Brand

Many enterprises have a beautiful nickname for their new products under the condition that brands remain unchanged. We call this nickname "sub brand".

Sub brands are widely used in many industries, and household appliances are the most.

For example, Haier refrigerator, washing machine in the "Little Prince", "big prince", "golden Prince", "double Prince" and "little child prodigy" and so on, Changhong color TV "red sun", "red double happiness" and so on, the cool air star in the United States, "super quiet star", "smart star", "healthy star" and so on.

ROBUST is one of the top three brands in China's beverage industry, and is the main product brand of the group.

In 1998, the group launched a new generation of lactic acid milk, the "Health Express".

The product added the Bifidobacterium factor made from the advanced biochemical technology on the basis of ordinary AD calcium milk, which can promote the rapid multiplication of bifidobacteria in the body, and then enhance the intestinal function of the human body and enhance the immunity of human body.

The "Health Express" was a great success when it came out, and its annual sales volume exceeded 400 million yuan.

In the 1998 of deflation and sluggish consumption, the remarkable performance of the "Health Express" has undoubtedly become a dazzling sight in marketing advertising.

The "Health Express" is a pioneer, letting consumers know that new products are coming, and that people feel that the new generation and improved products quickly enter the market. This undoubtedly creates new selling points.

The "healthy express" with pure tone, positive association and witty fun has injected new vitality into the brand, and has gained new psychological recognition from consumers. It has greatly promoted emotional consumption and made great contributions to the selling of new products.

So what is the sub brand?

The so-called "sub brand" is that when a company has a unified brand for its own products, it will get a name that matches its characteristics for each product.

Sub brand is a supplement and progression to the main brand, an important way of brand extension, and an effective way to avoid the risk of single brand extension.

    （一） 副品牌的良性作用 

1, highlighting product personality

The main brand is the generalization and identification of all products. It is impossible to display the individuality of each product, and the substandard can make up for its deficiency. It can express the characteristics, functions and interests of the product intuitively and vividly.

Therefore, the combination of the main brand and the sub brand can make the product unified, and the latter can highlight the product individuality. The two complement each other and complement each other, which makes the brand of the enterprise richer, more subjective and easier to communicate and disseminated.

For example, the main advantage of Panasonic's "painting King Jia Ying" is that the picture tube is revolutionary, and the picture is vivid and natural, with bright colors.

Changhong's "after rain forest", "Green Fairy", "Hua Xianzi" and other sub brands vividly show the Changhong air conditioning's leading air purification function.

The national market share of red heart electric iron is over 50%, and the red heart is the pronoun of electric iron.

The new product rice cooker is mainly based on the red heart, and the "small kitchen girl" is the sub brand. It not only takes advantage of the brand effect of "red heart" but also avoids the marketing obstacles brought by the "red heart electric iron". The "little cook" is not only compatible with the personality of kitchen utensils, such as rice cookers, but also full of warmth and affinity.

2, it is helpful to distinguish different products under the same brand.

There are always many products under the same brand, so the use of sub brands can distinguish different products and reduce the difficulty of consumers' recognition.

In this sense, the main brand is like a person's surname, and the sub brand is the name of a person.

For example, Haier group's household appliances have 69 categories and more than 10800 varieties.

If all appliances are identified by "Haier", there will be many difficulties in identifying and differentiating them. If other brands are rebuilt, the risks and costs will be greatly increased.

In this case, increasing the sub brand has become an effective way to distinguish different products under the same brand.

3, a good Association for consumers.

The sub brands live and use the intuitive and vivid language to generalize the characteristics and selling points of the products, render the beautiful emotional color, and enhance the aesthetic feeling of the product image, thus triggering the good associations of consumers, creating new stimulation, shortening the time and space between consumers and consumers, and giving consumers the desire to buy.

For example, "Crystal Love" is a new jelly launched by HSI Chi Lang for young girls. Many girls are infected by the pure and romantic mood contained in "Crystal Love". "Flying Jordan" is a sub brand of Nike. It can give people the beauty, enjoyment and visual impact of sports.

4, leave room for brand extension.

The main brands are generally stable and generalizations. They can not be arbitrarily changed and their flexibility is poor.

Substandard products are generally specific and realistic, and can be changed according to the needs of brand management and marketing.

This leaves room and room for enterprises to continuously introduce new products under the unified brand.

5, enhance the competitiveness of enterprises and brands.

Enterprises have many sub brands under the unified main brand, which will give consumers a good impression of large scale, strong strength, multiple products, quick innovation and excellent service, and win the trust and loyalty of consumers, thereby enhancing the competitiveness of brands and enterprises.

In the late 1980s and early 90s, Levi's launched Dockers, a breakthrough sub brand, which was a great success and achieved a good result in less than two years. 1 billion.

The Levi's company, which has 140 years of history, has returned to adolescence.

6, reduce the cost of new products entering the market and enhance the image of the main brand.

The sub brand attached to the main brand is a supplement and extension to the main brand. It can fully enjoy the popularity, reputation, reputation and loyalty of the main brand, and generally does not need to advertise separately, thus saving the cost of the new product entering the market.

The main brand is the eternal intangible asset of the enterprise, and the sub brand will withdraw from the market for the reasons of products, technology and so on.

Therefore, the propaganda intention of the enterprises to the sub brands is still in the main brand.

The publicity of sub brands can not only promote the sales of new products, but also help improve the popularity and reputation of the main brands, strengthen the core value of the main brands, activate the brand and enrich the image of the main brand.