Brand Spur Volume 1, Issue 3 - Third Edition | Page 50

ARTICLE Analysing Parent Brand Sub-Brand Relationships Parents and children have special relationships, be they people or brands. From a brand architecture perspective parent brands are usually known as the “corporate brand” or even technically speaking the “holding company.” It is the originator and owner of what usually becomes the “family of brands,” with each family member dedicated to reaching and fulfilling a specific opportunity or need in the marketplace. Read more…