Sunday, August 22, 2010
Creating a Sub-Brand
Using a sub-brand is a common practice among marketers.
However, there's no safety in numbers for these marketers. Sub-brands are quite dangerous because marketers run the risk of repositioning the original brand.
A perfect example of this is Friendly's Express. This extension of the Friendly's brand was first introduced last summer and promises the same Friendly's food, only faster. All meals are (expected to be) served in six to eight minutes.
Friendly's hopes to convey the idea of "same food, only faster." However, the extension will consequently convey the idea that service is too slow at Friendly's. They will wind up damaging the original brand in the long term.
Unfortunately, it's difficult to see the effect a brand extension can have while it's happening. Amidst new sales and greater fanfare, brand perception is transforming. Marketers be warned.
As always, comments can be posted by clicking on the comments link below. I look forward to reading them.