What is your thoughts on the proper way for one brand to promote a sub-brand.

[rpaiva]

Greetings fellow Mozers!

How Do Major Companies Promote Their New Sub-Brands

I'm curious to see everyone's thoughts on how and what is the best process to promoting your companies new brand.  I see companies like Wayfair.com promoting their sub-brand "All Modern" and "Wayfair supply" (maybe "sub-brand" isn't the best term) in the top left of the page as a link.  I believe this is only a SEO play because they are only outbound links to the brand website.  If you go to "All Modern" there are no links back to Wayfair.  I then looked at a company like Gap.com and notice that all of their other brands are promoted on the website and are also interchangeably linked to one another.

Does anyone have any thoughts on the best way to link and or promote your smaller brand that could potentially turn it into a Major Brand.  Do you think this is just a SEO linking play.  I'm curious to see everyone's thoughts

[BruceA]

Are you talking about Brands on other Sites or Brands on the same site?

If you have two site sharing links is not bad as reciprocal links gives great customer experience, but if one is for example plumbing hardware and the other for Knitting Machines, then you should ensure that the pages that link the two sites make sense.  So you might share the link on a page called " Our Other Brands" or the like

Just dropping a link on the homepage within the context of that page, unless relevant, is not beneficial to the experience.

Bruce

[rpaiva]

I understand linking to the page only if it makes sense.  What are your thoughts on the location of the link? should they be placed at the top left/right or just place them in the footer.

The major differentiation between the two examples of branding I gave were one brand is promoting its sub-brand with a 1 way link they are not linking to one another (example : Brand A is only linking to Brand B & Brand C while Brand B&C do not link to Brand A).  The other example is all of the brands are interchangeably linking to one another (example : Brand A is linking to B&C while B&C also Link to Brand A)