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Endorsed brands, and sub-brands – For example, Nestle KitKat, Cadbury Dairy Milk, Sony PlayStation or Polo by Ralph Lauren. These brands include a parent brand—which may be a corporate brand, an umbrella brand, or a family brand – as an endorsement to a sub-brand or an individual, product brand. The endorsement should add credibility to ...
Marketers may use the same parent brand to introduce different products to build scale for the brand, and are able to clearly differentiate the different product offerings under different sub-brand names. If a company acquires a brand from another company, a marketer may position the acquired brand as a sub-brand under the parent brand if the ...
In the United States, some of the examples are The Walt Disney Company, Warner Bros. Discovery and The Trump Organization (see below). In Canada, one of the examples is Hudson's Bay Company. Another such conglomerate is J.D. Irving, Limited, which controls a large portion of the economic activities as well as media in the Province of New Brunswick.
A parent company does not have to be the larger or "more powerful" entity; it is possible for the parent company to be smaller than a subsidiary, such as DanJaq, a closely held family company, which controls Eon Productions, the large corporation which manages the James Bond franchise. Conversely, the parent may be larger than some or all of ...
A conglomerate is a combination of multiple business entities operating in entirely different industries under one corporate group, usually involving a parent company and many subsidiaries. Conglomerates are typically large and multinational corporations that manage diverse business operations across various sectors.
Brand extension research mainly focuses on consumer evaluation of extension and attitude toward the parent brand. In their 1990 model, Aaker and Keller provide a sufficient depth and breadth proposition to examine consumer behaviour and a conceptual framework. The authors use three dimensions to measure the fit of extension.
The business model canvas is a strategic management template that is used for developing new business models and documenting existing ones. [2] [3] It offers a visual chart with elements describing a firm's or product's value proposition, [4] infrastructure, customers, and finances, [1] assisting businesses to align their activities by illustrating potential trade-offs.
Business model innovation is an iterative and potentially circular process. [1]A business model describes how a business organization creates, delivers, and captures value, [2] in economic, social, cultural or other contexts.