Brand hiding is therefore a desired strategy of the parent brands so as not to put themselves forward. “It has benefits in the event that the parent brand has been tainted or is not considered 100% perfect, 100% ethical. It has an interest in not putting yourself forward so as not to taint the daughter brands”, believes Laurence Dessart. ” It allows the development of daughter brands that will develop their own identity, their own positioning. ” Example with Innocent juices. They promote nature and healthy fruits. But did you know it’s the Coca-Cola Company behind it? Its image could be considered by consumers as less ethical.
It has benefits in the event that the parent brand has been tainted or is not considered 100% perfect, 100% ethical.
There are other examples: Michel and Augustin, the two troublemakers of taste who sell aperitif biscuits, cookies, etc. are now part of the Danone agrifood group, but they are still leaders. The Belgian company Alpro, which markets herbal products, also belongs to Danone.
And do you know Faguo clothes and shoes? A French brand Who “exists to engage our generation against climate change”. That’s what it says on their site. Faguo actually belongs to Eram.
Finally, last example: Siggi’s yogurts, skyr from the Icelandic tradition. You may have seen the advertisement on television with its founder Siggi Hilmarsson and her Icelandic accent? It was he who created yogurt in the United States in 2006. His products are enjoying growing success and in 2018, the brand was acquired by Lactalis, the world’s leading dairy group.
