Page 30 - Branding Yourself and Your Business

26 ROBERT DRAKES

the focus, but as we know extending the brand hurts the
company and the brand in the long run. Things got so bad for
the automakers that General Motors and Chrysler had to be
bailed out by the govern-ment to stay in business. One of the
first things that they did was cut production on automobiles so
there are fewer choices giving their brand more value.

That is not to say that all subbranding attempts have led to poor
results for companies. Many high-end companies have has success
introducing lower priced subbrands that have attracted consumers that
could not afford their high-end brand. Companies like Ralph Lauren
and Waterford Crystal have been successful in introducing more
affordable subbrands while being able to maintain their high-end status
and not hurting the main brand. However, companies like these are the
exception to the rule so if your company decides to go this route be
sure that you do it thoughtfully and do not over do it. Remember that it
has to be the consumer that comes first in your decision making and
subbranding is first and foremost a company decision, not a consumer
one so be careful.