Sub-brands can help MNOs capture a wider slice of the market by appealing to different segments simultaneously. They can deliver differentiated customer experiences and address specific target markets and demographics with a digital-first approach. Sub-brands also leverage the network and resources of the CSP main brand and open new revenue streams.
MNOs use sub-brands to launch new products or services, compete with low-cost operators, and diversify their portfolio. More recently, sub-brands have been used to reduce the cost and time to market for a new digital brand, while protecting the premium positioning of the parental brand. For example, Vodafone launched a new sub-brand called Voxi, with the sole aim of capturing customers under the age of 25. By launching this as a sub-brand, Vodafone could keep hold of and protect the branding of Vodafone in the eyes of its older consumers.
Another recent example of a successful sub-brand is SMARTY, launched by Three in the UK. SMARTY is a digital-only brand that offers a simplified and more affordable mobile phone service. It has been very successful in attracting customers who are looking for a more convenient, simple and cost-effective mobile phone service.
If you are an MNO looking to grow your business, then sub-brands can be a valuable tool. They can help you to capture a wider slice of the market, launch new products or services, compete with low-cost operators, and diversify your portfolio.
In our ebook, we will discuss the benefits of sub-brands in more detail. We will also provide you with examples of successful sub-brands and tips on how to launch your own sub-brand.
Download our ebook today and learn how to use sub-brands to grow your business.