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This question is about employer branding.
What is a sub-brand?
A sub-brand is a subsidiary or extension of a main brand. It is often created to target a new consumer audience with a distinct name and appearance.
We often make associations and draw conclusions about a successfully marketed brand. As such, we often associate certain brands with either luxury or economy.
Sub-branding allows a company to market to consumer groups that may fall outside its current brand image. A luxury retailer may create a sub-brand to target a different age or economic demographic.
There are many good examples of companies that have successfully sub-branded their company or product(s). Hilton Hotels has 18 sub-brands, including Hampton Inn, Embassy Suites, and Doubletree.
Each of these smaller brands targets a slightly different audience, from business travelers to family vacationers.
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