I'm no brand expert or marketing strategist, but a parallel may be seen in the automotive industry with the VW choice of branding - the eastern European offshoot (lower labour costs) as Skoda -essentially the same cars as mainstream VWs, the Spanish subdivision branded as SEAT, again the same cars, but lower labour costs and a sportier look, and the upmarket German brand, AUDI.
There must be some logic behind it because they're all VWs under the skin.