7 Brands That Successfully Split Their Brand Identity in India & What You Can Learn

Brand identity is an integral aspect of any business, and in a diverse market like India, splitting the brand identity can be a strategic approach to cater to various segments and demographics. This way, a brand can create separate identities to target differentaudiences, increase its reach, and stand out in the competitive Indian market. In this article, we will explore seven brands that have successfully implemented this approach and the key takeaways you can learn from them.

Samsung in India

The South Korean multinational has been actively splitting its brand identity to suit Indian preferences. Samsung has introduced the Galaxy M series, which is a budget-friendly lineup designed to target the young Indian audience seeking affordable smartphones. Another example is the Samsung QLED & UHD TVs, positioned as premium products for those who seek high-quality visuals and smart features.

Benefits of a Split Brand Identity

Targeting specific demographics: By creating separate brand identities, a company can cater to different segments of the market and tailor its products or services according to their preferences and needs.
Broadening the customer base: A split brand identity can help a company reach a broader audience as it offers various options to choose from, thereby engaging more customers.

Tata Group in India

The Tata Group is a leading conglomerate in India with a diverse business portfolio. To cater to different audiences, the group has implemented various brand identities. Luxury automotive brand Jaguar Land Rover is positioned under the Tata brand, which is an example of splitting the identity to target premium customers. On the other hand, low-cost carrier Vistara is a joint venture between Tata Sons and Singapore Airlines, positioned as a budget-friendly option for flight travel, thereby targeting mid-range customers.

Reliance Jio in India

Reliance Jio's successful entry into the Indian telecom market can be attributed to its well-split brand identity. The company introduced its JioPrime subscription service, offering users ad-free streaming, access to exclusive content, and other value-added services, catering to a specific segment of subscribers seeking enhanced benefits and experience. Additionally, Jio introduced JioMart, an e-commerce platform that offers daily essentials and grocery items, thereby tapping into the growing demand for online shopping in India.

Designing a Split Brand Identity

Conduct competitor research: Analyze competitor strategies to identify gaps and areas for differentiation.
Segment your target audience: Identify unique demographics, preferences, or needs within the target audience to create separate brand identities.

Urban Square in India

Urban Square is a New Delhi-based luxury furniture brand, which has positioned themselves with a sub-brand "artdoor" to target customers with different design orientations. Artdoor came into being as a result of Urban Square's realization that they needed to cater to the boutique segment of furniture customers, with high-end design pieces and a personal approach to sales and service. This way, Urban Square split its brand identity to become more inclusive and offer various options to design connoisseurs.

Chumbak in India

Chumbak is an Indian lifestyle brand that caters to the growing demand for unique, artistic designs. The brand has created separate sub-brands to position itself differently across different product categories. For example, Chumbak has a sub-brand dedicated to sarees and dupattas, while another sub-brand focuses on home decor items with distinct designs. This approach helps the company to cater to diverse customer preferences and reach a wider audience.

OHORA in India

OHORA is a luxury lifestyle brand in India offering high-end home furnishings and accessories. The brand has split its identity by introducing an e-commerce platform "OHORA At Home", which offers a range of luxury furnishings and accessories, but positioned specifically for an online audience, targeting those who like to shop digitally. This way, OHORA reaches a broader audience and provides customers with the convenience of shopping online.

Diversification through a Split Brand Identity

Subsidiaries or Sub-brands: By creating new brands under a parent company, organizations can diversify their business operations, reach new markets, and offer varied products or services.

Moral Takeaway

Splitting a brand identity in India can be a strategic move for businesses to target diverse audiences and reach a broader consumer base. By analyzing competitors, segmenting target audiences, and conducting thorough market research, organizations can create successful split brand identities. At Cpluz India, our team of designers and marketing experts can provide insights into creating effective brand strategies tailored to your industry and, more importantly, your specific market needs.

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