Most companies do not own only one Brand, but several Brands.
This means they own Brand Portfolio.
Of all the Brands, there is always one Brand is which the main Brand – Mother Brand.
Other Brands can be products, services, stores, features, etc.
These are Child Brands.
Child Brands are all connected together with the Mother Brand.
Mother Brands redistributes the positive and negative expectations from single to all Child Brands.
If iPhone succeeds, also Apple Brand grows, and all its other Brands like Retina Display, iPad, and iTunes.
In some cases a companies have a successful product and focus on its growth.
The Mother Brand becomes neglected.
Negative effects of this are that new Child Brands are hard to introduce due to lack of strong Mother Brand.
Good examples can be music one hit wonders.