Like them, Google develops content, sells ads, promotes its sub-brands and attempts to drive engagement within the domain.

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It has also bought all Republic's stock, and sub-brands SoulCal, Fabric and Crafted.

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It also led to a number of spin-off sub-brands, such as Bike4Life and Walk4Life, which were used by local schemes to get people active.

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The company has tried bringing in an assortment of people from rival stores, and has attempted to broaden its appeal though sub-brands, such as Per Una and Autograph.

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Too many sub-brands have left shoppers confused, adds Mr Rose.

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In other words, and as Mr Wen implied, MG's importance is as a symbol of the kind of investment China wishes to make in the UK, to transform Chinese companies into owners of valuable brands rather than just sub-contractors for western businesses.

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Recently Nike has been expanding into action sports, buying smaller brands like Hurley in 2002 and starting its own sub-brand, Nike 6.0 (named for six action sports) in 2005.

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