Umbrella brands, or primary brands can be flanked by secondary brands that are mostly an add-on to a popular brand

Create descriptive secondary brands as add-on's to existing brands that stand for a market segment or core product. Primary brands can only transport a certain value and are limited to that set of expressions. Based on the primary brand, secondary brands can branch out to describe many values and brand adjectives for the single product group they target.

Marketing EffectivenessMarketing Mix StrategyBrand Strategy, Protection & ManagementBrand Leverage & ExtensionPrimary & Secondary Brand