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Branding 101
Sub Brands Concerns
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Sub brands are basically line extensions of the main brand, given unique names that carry the original name as well.
For example, Topps produces sport cards and for many years were the leading brand.
They decided to expand by creating premium sub brands such as Topps Finest, Topps Chrome, Topps Gallery, and Topps Black Label.
The idea was to generate more revenue by selling the Topps basic brand to kids and the new premium brands to advanced collectors.
As we know, this form of line extension is not effective for the long term as it competes with the original brand only.
Consequently the Topps base brand is worthless today.
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