Our sub-brands are powerful brands in their own right irrespective of their relationship with the BBC.

Within the BBC brand portfolio, there are sub-brands that are as valuable as the BBC blocks themselves. Take Radio 1, for example...

Other powerful BBC brands in their own right are programme brands such as Eastenders and Blue Peter.

BBC Radio 1 is not just a BBC sub-brand, it's one of the UK 's biggest youth brands.

Breadth and depth
The BBC unites the worlds of content defined by its sub-brands. Its three little branding blocks have come to stand for creativity, quality and integrity. These brand values define the BBC.

Every BBC sub-brand contributes to some part of the BBC's brand mission; to enrich people's lives through great content. But a BBC sub-brand obviously has a life of its own and may even have values not shared by the BBC. That's fine. So long as a BBC sub-brand always helps to shape the BBC brand, that's what's important.

Building public value
Even if the BBC sub-brand does not use the three branding blocks - as with EastEnders - it still feeds into the BBC.

In this way, the BBC portfolio of sub-brands continues to evolve every day of the year. It helps the BBC to deepen its connection with audiences.