Good Branding

How do the best of the best do it? You will learn from the shining star examples featured in these articles. This is how it is done.

The brand architecture of Toyota, with the sub brands of Corolla, Camry, Sienna, Hilux, Prius, Tacoma, Supra and Rav4.

Examples of Successful Sub-Brands

A Sub-Brand modifies the expectations of a parent brand. Some company’s brand architecture has many sub-brands (eg Hilton) while others have few (eg Coca-Cola)

Brand extension example. Ferrari sports car to Ferrari theme park.

Brand Extension Examples

Good examples of brand extensions make for a better strategic position. Bad ones are ugly. We detail examples of brand extensions from Apple, Callaway, Ferrari, Google, Snoop Dogg, Fender, and Cosmopolitan.

Athleta. Lifestyle Brand Profile

Athleta history & brand profile

Athleta is a brand of women’s activewear. They make clothing that women are comfortable to be active in through both the fit and style of the garments as well as their empowering message: “The Power of She.” Athleta was founded in 1998 in Petaluma, CA. The brand was purchased by Gap for $150 million in 2008. Their revenue is approximately $750 million. Nancy Green is the CEO.