How to avoid fragmentation when launching a sub-brand

For many businesses diversification is critical to growth, but when creating a new brand there are many factors to consider. While some companies choose to introduce a sub-brand anchored on the prestige, profile or authenticity of the original brand, others want the proposition to differ dramatically from their existing offer in order to appeal to a new market.
From a design perspective, marketing teams also need to consider whether a spin-off brand should retain a connection to its parent bran