Sub-brand

A sub-brand lives underneath another brand in an org chart. It also builds upon the existing parent brand architecture to create a unique logo, brand color (and variations), and adopts local characteristics in signage, messaging, and photography. It is still important to establish a sub-brand that connects locally. While a parent brand may consider overarching consumer sentiment for the country or a given state, no product that is built and lives locally can harness the unique aspects that each make an individual city or town a special place.