Know-How Exchange : Branding

A few examples come to mind, that are also illustrative of the different ways companies treat this kind of branding phenomenon.

American Express has different "levels" it markets in its charge card portfolio. You'll know you've made it when you are offered a Centurion Card (aka the "black card", for people who charge at least $150,000 a year!). Note in this case, whether you have the basic card or the Centurion, it all carries the Amex branding.

Marriott does it differently. It of course has Marriott hotels, but also has an upscale chain called Renaissance and a downscale chain called Fairfield Inns. Here the Marriott brand name is hidden from the consumer, while the attempt is made to provide a consistent level of experience no matter where you are staying. Many other hotel companies soon adopted this approach.

Another way to do it of course is to buy your way into these different target markets. Think of Carnival Cruise Lines, with its assorted acquisitions of varying degrees of luxury (e.g., Princess Line). In this case the company is simply a "house of brands" and its up to each individual company to provide a singular brand experience.

Not sure what mode your company is in, and if there is a question of how you should best do it. Part of the answer lies in how strongly your original brand is tied to a singular theme. Toyota felt it was too risky to take the brand upstream, while you'll note BMW and Jaguar tried to take their brands downstream with varying degrees of success. Proceed with caution! ;-)

Hope this helped.

The beer market and the different brands Free samples during presentation...sure to be a hit

Anheuser-Bush:

https://www.anheuser-busch.com/beer/beer_brands.html

Donna
Marketing Riot

Swatch Group Swiss watches: The best example of ever... managing different brands for diiferent markets from Luxury to mass (not the other way round though)...

Swatch: mass
Breguet: superior luxury


Donna Karen : Haute for hot ones
DKNY : massline