14 THE LAW OF SUBBRANDS
What branding builds, subbranding can destroy.
Management tends to invent terminology in order to give legitimacy to the branding moves it wants to make.
- Holiday Inn, the leading hotel/motel operator, wanted to get into the upscale hotel segment.
- Cadillac, the leading upscale domestic automobile brand, wanted to introduce a smaller car.
- Waterford, the leading Irish crystal maker, wanted to market a less expensive line.
- Donna Karan, a top designer, wanted to market less costly and more casual clothes.
Typical line-extension strategies would have produced brand names like Holiday Inn Deluxe, Cadillac Light, Budget Waterford, and Kasual Karan. Even the most callow marketing people would have found these brand names difficult ...
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