For sub-brands a claim in a name is important.

This will allow the shopper to more quickly navigate through the range.

Good examples include: Diet Coke, Benylin Dry Cough or Miller Lite.

It is important to get the balance in size right between the parent brand name and the sub-branding line. As a guide the parent brand should always help the shopper find the product and the sub-brand assist with shopability and therefore choice across the range.