Sub-branding is when a main brand creates a subsidiary or secondary brand. Sub-brands are typically created as an opportunity to reach a new audience. Sub-brands can then build and sustain relationships with the new audience. This new brand’s attributes are distinct, yet related to the main brand. Sub-brands often have their own brand standards, logo, color treatment, etc. while some sub-brands reflect the same identity as the parent brand.
Examples of DC sub-brands:
- Durham Lords
- DC Alumni
- Internal departments or services
- Academic schools
Brand extension is when a brand in one category extends itself into another category.
Examples of DC brand extensions:
- Bistro ‘67