Subbrands allow entry into an emerging low-end segment of a market, though this does come with associated risks: (1) that of cannibalization; and (2) that extending a brand downward may have an adverse effect on the image of the parent brand name. The subbrand should be able to insulate its parent brand from such damage. As for cannibalization, this risk should be reduced by clearly demarcating the territory between the lowerquality and priced line and the superior line.