Скачать или смотреть Law of Sub Brands (Part 3)

If you missed Parts 1 & 2, make sure to catch them on @sociallery to fully absorb the series!

Now that we’ve seen why sub-brands often fail and siblings succeed, the next step is how to structure sibling brands effectively. The goal: distinct identities, clear positioning, no internal overlap.

US Examples:
• Unilever’s diverse siblings: Dove, Lux, Surf Excel, Ben & Jerry’s—same roof, but each serves a distinct audience with its own messaging and space.
• Virgin Group: Diverse siblings—from Virgin Atlantic to Virgin Money—each maintains its own identity while inheriting overarching values of innovation and customer focus.

India Examples:
• Amul family: Butter, Ice Cream, Cheese—each a sibling with separate positioning though rooted in the same brand legacy.
• Reliance Trends vs. AJIO: Both in apparel, but distinct brands—one traditional retail, the other digital-first—clearly positioned to different shoppers.

Strategic pillars for sibling brands:

1. Distinct Identity — visual and verbal differentiation

2. Clear Segment — avoiding overlap in audience or category

3. Unified Parent Values — each sibling reflects the core brand ethos, but with autonomy

Keep growing your brand wisdom—follow @sociallery and explore all parts of this series!