The presentation outlines the steps you need to go through to help you create a sub brand for your products or services.

1. How do you create a sub-brand?

2. How can a parent brand leverage their
strong position to launch and package a
successful new sub-brand?
2
The Question?

3. 3
New Brand development
The goal is to evaluate, define and deliver a
packaged new sub-brand platform.

4. 4
Brand & Positioning
Exploring brand Insights to define the brand, and
develop a robust brand Strategy to propose what
Attributes are needed to build a winning Value
proposition.

5. 5
Brand Offering
Creating a unique “thinking out of the box” brand
Identity and Personality. Valuing this through
Concept Validation and Market Testing against
Commercial and Customer Drivers.
Concept Validation

6. 6
Delivery
A Brand platform, validated, and rolled out in
unison with operations, packaged up and ready to
sell on. With a Strategic Communications Plan,
Internal Engineering, and a Brand Book and a
Brand ID kit.

7. Main areas of opportunity for a sub-brand…
• Additional revenue stream.
• Reduced cost of sales through buyers shifting channels.
• New customer base.
• Shift in brand architecture to multi-brand – spreading the
risk with the ups and downs of business.
• Package and export the concept to other countries to be
launched in.
• Leverage the brand heritage of the parent.
7

8. What are the potential risks …
• Impact on the parent brand if used as an endorser.
• Customer confusion.
• Limited resources available to execute the sub-brand launch.
• Temptation to cluster resources and reduce edginess if you are to
distance from the parent brand.
• Build up costs too quickly.
• Oversell the potential revenue impact internally.
• Over complicate the concept definition, so nobody understands
how to sell it or what it stands for.
8

9. The Approach (example of the
science to be applied).
9

10. 10
Brand
Insights
Brand
Strategy
Brand
Attributes
Brand SWOT
Identify Customers &
their Drivers/Needs
Secondary Research
Brand Map analysis
Brand (perception)
Gap
Commercial Input
Distribution (Price &
Channel strategy)
Brand Values
Brand Positioning
(USPs)
Review parent
brand competencies
Brand Personality
Integrate Product
Prototype designs
Value Proposition
Customer Journey
& Process mapping
Brand Architecture
Brand & Positioning

11. Brand
Identity
Concept
Validation
Brand
Guidelines
Taglines, headlines,
body copy and call
to action
Tone of Voice
Visualisation + logo
Design brief and
Documentation
Brand Book
Features validation
Market Testing
Parent brand impact
Concept valuation
& perception
Financial review
Operations Input
Hearing, Believing, a
nd Living the Brand
Brand Essentials
Prepare Standard
Operating Procedures
Internal Engineering
Concept Validation
Collate material for
Brand ID Kit,
Graphic Standards
Brand Offering

12. 12
Operations
Strategic
Brand
Plan
Roll out
Plan
Financial Modelling
Supply Chain
development
Staff Structure
Product Design
documentation
Recruitment
Profiling
Business
Development tools
Brand Touch Points
(Pre, during & Post)
Brand Metrics
Launch Plan (Multi-
Channel)
Agree Ramp up
period
Brand Equity plan
Packaging up the
Brand Platform
Brand Story for PR
Optional Portal
Brand Audit work
Delivery

13. The Method (some examples to chew over).
13

14. Generate Brand Values using the Pyramid exercise
Brand emotional benefits?
Brand cross over analysis
Key words describing the brand?
Brand definition?
Brand personality?
Brand voice & manner?
Brand proposition?

15. Assess Brand Extensions using the Pyramid exercise
What does the parent stand for at home and abroad?
Is there a brand systems be adopted?
Potential impact on parent visual identity?
Perceived fit with parent brand?
Imagery & value associations
Is parent brand a risk taker?
Benchmark analysis

16. Assess Brand Distribution strategy using the Pyramid exercise
Competitor or benchmark strategy?
Company or brand Commercial objectives?
Where do customers expect to find the product?
Costs per channel?
Customer segment by most
profitable channel(s)?
Ease of influencing a channel?
Forward looking factors
that affect channel mix?

17. 17
The Next Steps

18. 18
Milestones overview with phasing
Branding &
Positioning
Brand
Offering
Delivery
Brand
Insights
(6x weeks)
Brand
Strategy (6x
weeks)
Brand
Attributes
(6x weeks)
Brand
Identity
(12x weeks)
Concept
Validation
(4x weeks)
Brand
Guidelines
(8x weeks)
Strategic
Brand Plan
(6x weeks)
Operations
(2x weeks)
Roll out Plan
(2x weeks)
FRAME DISCOVER EXPLORE EVALUATION DEFINE DELIVER

19. The End (…or hopefully a new beginning)