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Why would I create a whole sub-brand for my cheaper line of products? Why not put it under the same umbrella? What’s the benefit?
So that they don’t dilute the brand recognition of Nothing. Same reason Toyota has both Toyota-branded and Lexus-branded cars.
Samsung, apple, OnePlus they didn’t make a sub brand for their cheaper line of devices, all under the same brand
Surprisingly, different companies can follow different marketing strategies.