A true sub brand is a name which a company attaches to part of its product range or services and which it believes deserves special promotional support. Sometimes such sub brands are used in isolation from the main brand but it is far more common to link both names - as in Ace Courier Gold. The sub brand is in this way endorsed by the main brand and hopefully some key values are transferred. However, as we shall discuss shortly, whilst the sub brand may be strengthened in this way, the main brand may be weakened; if nothing else, the identity is likely to be less distinct.
Sub brands are only justified if there are a relatively small number of them and if the market is sufficiently large to support them. Ace Couriers' Gold and Silver Service may be acceptable, whereas attempting to attach a brand to each one of Intel's long list of different types of semi-conductor would not be. Also, high interest products lend themselves to branding because they engage people's interest and this enables the names to lodge more readily in the mind.
Teen Vogue
Teen Vogue is a magazine that is evidently an offshoot of Vogue, designed specifically to be targeted at a younger audience. The magazine itself is published in a smaller format, allowing it a unique cover size and more visibility on the front of a magazine selling shelf. The magazine follows the usual aspects of a teen magazine, with a glossy view that fits a similar template of the Vogue style. IT features a number of different topics that relate to a younger audience, even looking at more serious topics such as discussions about teen pregnancy.
Virgin extends its name across an extensive range of sub brands, many of which a lot of individuals will not have known exist. There is pretty much a 'Virgin' for every occasion going, allowing it to franchise it's name over a number of different areas. According to the company, it aims to create a global consistency, following a visual guideline. Virgin is a strong and recognisable brand, however it experience communication challenges when it comes to extreme range of sub brands including flights, records, drinks, lingerie, electricity, trains, gigs, holidays and mobile phones - this may weaken the brand message. Although there is some consistency throughout, sometimes Virgin use a very mixed bag of identities, offering differing visuals throughout.
Channel 4 - 4oD, Four Music, E4
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