Free tool · Sub-Brand Decision Tool · about 10 minutes Extend, endorse or separate.
Score six questions from 0 to 2 about a new offer. The page totals out of 12 and tells you whether to extend the master brand, endorse a new name or consider a separate brand.
1 · The new offer
2 · Score the six questions
3 · Next step
A high score shows a separate name may be justified. It does not guarantee success; trust still has to be earned. Nothing you type leaves this page.
Your sub-brand decision
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Then test it
If the score falls between bands, choose the lower option and test it. It is cheaper to upgrade later than to retire a name.
The method is in The Brand Code: Every Sub-Brand Spends Trust, When to Create a Sub-Brand (and When Not To) and Sub-Brand Decision Tool.
Questions
What is a sub-brand?
A named product, service or division under a parent brand. It may carry the parent's name, sit beside it with an endorsement, or stand alone.
When does a new offer need its own name?
When it serves a different buyer, makes a different promise or carries a different risk from the parent.
What is an endorsed brand?
A brand with its own name that shows the parent as endorser, such as a name followed by 'from' the parent.
Should several people score?
Yes. A gap between scores is worth discussing.
Is my result saved?
Only in your browser, on this device. Nothing is sent to us.
The Brand Code
One idea a day, free.
Mike Bruce writes on positioning, pricing and brand visibility three times a day. The Brief lands in your inbox at 07:30 Abuja time. No sales emails.
Next step
A name is a decision about trust.
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