I am configuring a new brand which is a sub-entity of a well established organisation with excellent Google standing.
I was thinking to configure the new site as a subdomain,
new.old-brand.example, but also purchase
new.example and redirect that at the subdomain, as it is easier to recall in promotional material.
I am wondering about the SEO impact this may have (and therefore if it is even worthwhile). We really do want to market this as an integrated brand within the main brand, hence the logic behind the subdomain.