In a field more diverse than the consumer electronics market, there is usually an umbrella brand structure, united by a common, most recognizable one. What is Google, Amazon, Nike or Yandex, in general, is clear, although in fact, behind one name lies an extensive network of many products and services created within the framework of independent companies. This approach in the West is called a "branded house" (branded house). The principle of sub-brands implies that each of the "branch companies" profess the same values, but has its own personality and distinctive features. However, the parent brand name can be used in conjunction - for example, when Uber created Uber Freight for truck drivers in order to emphasize the values of the base brand, or it may not be purposefully used.
As part of a sub-brand, a company usually promotes a new product with the backing of its better-known brand and expects to generate additional revenue by eventually reaching more consumers than before.
In the case of appliances and gadgets, this approach opens up many opportunities for the main brand. Among other things, you can reach a new audience, which otherwise would have been more difficult to reach with messages and messages; you can enter the markets of other countries where, for some reason, there was no success; you can release unusual novelties and test product innovations without risking your reputation. The product will go well - excellent, successful developments can be transferred to the main stream. Will not fire - you can throw it away and move on.
ConceptD monitor © press service
However, the consumer electronics industry has its own nuances. Due to the relatively small number of product categories, the main of which are computers, laptops, tablets, smartphones, monitors, audio and video equipment, sub-brands are formed in the same field where the main brand operates. This gives rise to a seemingly strange situation when the "mother" and "child" begin to compete with both external competitors and with each other. But practice shows that this approach justifies itself: if you correctly diversify the target audience, correctly formulate messages to consumers, then the effect will be cumulative and the total market share that both brands will occupy will grow.
Acer launched ConceptD, guided by the increasing demand for powerful gaming computers among non-gaming audiences. So, according to the company, half of the Acer-branded PCs purchased for games are used for other tasks - those that require high performance. And on every sixth gaming computer or laptop, games were not launched at all - only "creative programs". Therefore, the company decided that creative people - designers, photographers, video editors, animators and many others - deserve a separate trademark, with their own special meanings, without the drive and aggressive exterior typical of most game models. In short, more stylish white, less distracting elements, more zen and harmony. The latter is designed to work with a particularly low noise level of devices - no more than 40 dB,which is the equivalent of a library setting.
ConceptD notebook © press service
ConceptD's new products include three laptops, two desktops, two monitors and one mixed reality glasses. Among the first stands out the ConceptD 9 model (almost all devices are designated by numbers or a set of letters): its 17.3-inch screen can rotate about a horizontal axis, turning, for example, with its "back" to the owner and "facing" the audience. The graphics are the latest GeForce RTX from Nvidia, and the expected price is around 360 thousand rubles.
Monitors are not much inferior in this indicator: both have 4K-resolution, HDR support, coverage of 99% of the color palette of Adobe RGB, response time of 4 ms. The CP7271K P, which is aiming for professional models, in turn has a higher refresh rate (144 Hz versus 60 Hz for the younger one), and outwardly it stands out with three "blinkers" - on the sides and top to exclude third-party light sources from entering the display. In Russia, they can be expected for about 150 and 220 thousand rubles.
Acer's sub-brand mixed reality glasses are the OJO model shown at IFA Berlin in 2018. Its main task is to serve as a working tool for content developers, therefore the updated version has improved characteristics and can be customized individually for the user.
VR helmet ConceptD © press service
Who else develops sub-brands