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Branding 101
Sub Brands Concerns
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Mega brands is a fancy attempt at sub branding.
For example, Holiday Inn was originally a modest-priced hotel experience.
In an attempt to increase market share, they created Holiday Inn Select, Holiday Inn Express, and Holiday Inn Crown Plaza.
Sounds good in theory but the results were disappointing because customers associate Holiday Inn with modest pricing and not high-end and low-end pricing.
If you want to pay higher prices you would go with a higher priced brand such as Hilton.
It's nice to note the Holiday Inn also created Boardwalk Resorts that subtlety mentioned the association with the main company.
These have done well in beach areas competing side by side with Holiday Inn and not against themselves.
You want Holiday Inn? It's there. You want a resort? It's right down the street.
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