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Dictionary by pitch.dog
Brand architecture & portfolio · Core

Sub-brand

Also called: child brand

ELI5

A distinct brand expression operating beneath and connected to a parent brand.

Used in conversation

“The work feels inconsistent because the team is using sub-brand in three different ways.”

Pitch context

You will see “Sub-brand” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches brand architecture & portfolio.

Why it matters: In brand architecture & portfolio, a loose definition can change rights, obligations, approval, disclosure or enforceability.

Caution

Meaning, enforceability and required process vary by jurisdiction and agreement; this definition is not legal advice.

When the words have to travel

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Sources & evidence · 5

Direct term-level sources and supporting source families.