Subbranding involves combining a corporate brand with a new brand. This strategy is often used when a company wants to introduce a new product or service but wants to leverage the equity and recognition of its existing brand. By creating a subbrand, the company can maintain the connection to the corporate brand while also signaling to customers that this is a new and distinct offering.

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Subbranding Involves

Question 228

Multiple Choice

Subbranding involves

A) having one firm manufacture a product and a second firm distribute it all under the same name.
B) changing a brand name of a line extension product by making it diminutive (adding "jr." or "little") .
C) combining a corporate brand with a new brand.
D) creating a "knock-off" version of a product and changing the spelling of the name (chicken to chikin) .
E) using the same name for the original product and all subsequent product extensions.

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