Brand Extension. How Sub-Branding can be used to stretch a Brand effectively

Seminar paper from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, University of Applied Sciences Hannover, language: English, abstract: The purpose of this academic paper is to identify how Sub-Branding can be used to stretch a brand effectively. Thereby, the essence of the Brand Extension should be clarified and especially Sub-Branding should be classified and represented. In addition, an overview of the Adidas Group is given. Furthermore, it is closely examined, how Sub-Branding works in practice on the basis of the brand Adidas. First of all the focus of this academic paper lies on the conceptual fundamentals. This chapter will define and discuss the terms Brand, Brand Management and Brand Policy. Secondly, Brand Extension will be analysed in detail. Here, the types of Brand Extension – which are Category Extension and Line Extension – and its opportunities and risks will be displayed. Then the Brand Extension strategy Sub-Branding – and in particular, its objectives, requirements, as well as opportunities and risks – will be explained in detail. Following this, a case study of the German sportswear retailer Adidas is presented to illustrate how Brand Extension and especially Sub-Branding work in practice. Thereby, this chapter is aimed at recognizing how Sub-Branding can be used to extend a brand effectively. At the beginning, the company Adidas and its Brand Portfolio will be intro-duced. Afterwards, a closer look is taken at how Sub-Branding works in practice based on the example of Adidas using several sub-brands. Following that, a critical evaluation of the company’s brand extension strategy finalizes the chapter. Finally, the knowledge gained from this academic paper will be summarized in a con-clusion.