Mixed Branding: Strategies, Benefits & Key Examples

Explore mixed branding: the key to customer reach, brand loyalty, and market adaptation for business growth.

Mixed branding might sound complex, but it's really about how brands mix and match strategies to stand out.

We're breaking it down:

  • what it is

  • how it works

  • why it matters

    Whether you're just starting, figuring out branding costs, or a pro looking for fresh ideas, this guide has got you covered.

What is mixed branding?

Mixed branding is a strategy where a company uses various brand names for the same product to appeal to different customer groups. For example, if a product resonates with one group but not another, the company might launch a new brand or collaborate with another to better connect with different audiences.

This approach helps attract more customers. Often, people may not know that the different brands they enjoy come from the same company, as each is tailored to meet the preferences and needs of its particular audience.

Key components of mixed branding

Mixed branding involves using different brand names to expand reach and enter new markets. Companies tailor their products to meet diverse customer preferences while maintaining consistent core values across all brands to build trust and clarity.

Each brand must also have a unique feature that distinguishes it, catering specifically to the needs of each customer group. Achieving the right balance between consistency and distinctiveness is key to succeeding in mixed branding.

How Mixed Branding Works

Mixed branding is about using different branding strategies to widen a business's reach and strengthen its identity. It includes:

Mixed branding example


Sub-branding involves creating distinct brands within a parent company, aimed at different customer groups. This technique allows for targeted marketing, like how Procter & Gamble uses Crest for oral care and Tide for laundry, catering to diverse needs under one umbrella. Understanding these stages of branding is essential for effective sub-branding.


In co-branding, companies collaborate to enhance a product, combining their unique strengths. This not only improves the product but also widens the audience by leveraging each company's customer base, similar to strategies discussed in startup branding.

Private Label Branding

Private label branding is when retailers sell products under their brand instead of the manufacturer's. This strategy, exemplified by Amazon Basics, offers high-quality alternatives at competitive prices, appealing to budget-conscious customers.

Store Branding

Store branding focuses on creating an inviting retail experience to attract and retain customers. Apple Stores, known for their engaging atmosphere and premium products, are a prime example of this strategy.

Location Branding

This approach links a brand with a specific geographic location, enhancing its appeal. Starbucks does this well by customizing its stores to reflect local culture, fostering a community feel.

How To Utilise Mixed branding:

A successful mixed branding strategy involves understanding your audience, creating distinct brand identities, and allocating resources strategically. It's about balancing each brand's different facets while maintaining consistency. Regular monitoring of each brand's performance helps in fine-tuning strategies for better market penetration and customer engagement.

Step 1: Defining the target audience

Understanding your target audience is key. Each sub-brand should cater specifically to the preferences and needs of its market segment. For example, a company with eco-friendly products should target consumers who value sustainability. This approach is crucial, as demonstrated in heartbeat's branding exercises for startups, which tailor strategies to specific audience needs.

Step 2: Crafting a unique brand identity

Every sub-brand requires its own identity, complete with unique logos, color schemes, and messaging. This varies depending on the target audience - a youthful brand might use vibrant designs, while a premium brand might opt for sophistication. Getting this right is essential, as explained in our article on UI vs UX: What’s the Difference.

Step 3: Strategic resource allocation

Effective resource allocation is vital. Each brand’s marketing strategy should be tailored to its needs. Some brands may thrive with a strong social media presence, while others might need more content marketing. Our insights on the cost of branding services provide further information on this aspect.

Step 4: Benefits of mixed branding

Mixed branding offers several advantages, making it a highly effective strategy for businesses adapting to consumer preferences.

Step 5: Risk management

Mixed branding helps mitigate risks like market saturation and customer loss. By creating brands for specific segments, businesses can avoid overwhelming a single market and losing customers to unsuitable offers. This adaptability is key for growth, especially when consumer tastes change, as noted in our blog on the importance of branding.

Creating Awareness

Multiple brands expand a company's presence and boost awareness. Unilever's use of sub-brands like Dove, Axe, and Ben & Jerry's caters to different needs, growing their customer base and solidifying their market position.

Brand Awareness

Building customer loyalty

Tailoring brand identities to market segments strengthens customer relationships. Addressing diverse needs ensures marketing efforts hit the mark, building loyalty and enhancing reputation.

Brand Variety

Innovation in response to changing preferences is crucial. Mixed branding lets businesses adapt and offer specific products to different segments. It enhances market position and cements a reputation as an adaptable industry leader.


Mixed branding is more than a tactic; it's a strategy driving long-term success. It enables companies to reach diverse customer groups with custom brand identities, balancing unity and diversity. It's a strategic investment for long-term growth, essential for businesses navigating changing consumer landscapes.

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