FREE social media marketing virtual event this Friday » Register Now!
Become a Member
Guides and Reports
Show All »
Metrics & ROI
Search Engine Marketing
More Marketing Topics »
Professional Development Solutions
Schedule of Events
Digital Marketing World
Products and Services
Post a Question
Quick Start Guide
Find and Post Jobs
Real-World Education for Modern Marketers
Join Over 626,000 Marketing Professionals
Ask your question ... sign up today! It's FREE!
Just for Fun
MProfs PRO Seminar Q&A
Search more Know-How Exchange Q&A from Marketing Experts
This question has been answered, and points have been awarded.
How Do I Define A Brand Hierarchy?
4/10/2007 at 12:01 PM ET
Does anyone have any examples of how to go about defining a brand hierarchy with a number of brands? I'm working on a project where we are trying to define the relationships between a number of brands and it would be helpful to hear some stories from the battlefield.
4/10/2007 at 12:31 PM
Independent brand, stand-alone brand, freestanding brand, house of brands are all synonymous... Proctor & Gamble and Illinois Tool Works are examples.
Overbrand, endorsed brand, parent/sub-brands, family brand and range brand = Ford/Tarus, HP/LaserJet, Emerson/Appliance Solutions, Emerson/Climate Technologies, Emerson/Storage Solutions - etc.
Masterbrand, Corporate, Company = GE, Caterpillar
Ref: the Case for B2B Branding by Bob Lamons
SELMARQ, Brands' Best Friend
4/12/2007 at 6:22 AM
I wish I knew where you were located then perhaps I would give you a homegrown example of global brand hierarcy oriented companies. But at least you can relate to one of these
1. Coca-cola(Soft drinks)
2. Unilever(Soap toothpaste)
3. Diageo (Alcohol
4. Nestle(Cereals, Hot drinks)
I shall take Diageo for example: the makers of Green blue, black, red labels of whisky. They are also the makers of Bailey's Irish cream, Smirnoff Vodka ..... in East Africa they are also affiliated to the Brewereis (East African Breweries)
To define the hierarchy lets take the whisky example
1. You have scotch whisky as the mother brand
2. Then you have Green, Blue, Black, Red etc as your Brands with the Cash cow e.g Black being the premium brand. Perhaps a brand manager for each depending on the size of its market, budget, return on investment etc
3. Then you have the format i.e. the packaging 750ml bottles then 50 mls bottles etc
3. Brands like Vodka have the variants stage in their hierarchy u can look at variants (e.g smirnoff ice red or black... in case you have different flavours in the same price range.....
4 . Then look at the formats in 250 mls bottles, 50mls and sometimes sachets etc
I hope this can give you a rough idea of brand hierachies
anohter example is;
B) Nestle- Mother Brand
2 You have Coffee, Milk, etc as sub brands
3 Then Variants.... in case you have different flavours in same price category
4. Format is the packaging eg tins sachets and grammage
Get my drift.......
BACK TO TOP
Post a Comment
Take 10 / Online Seminars
The Most (and Least) Effective Keywords in Email Subject Lines
by Ayaz Nanji
Get Rid of Your Lousy 'About' Page Once and for All
by Sonja Jobson
B2B Lead Generation: What Top Performers Do Different
by Ayaz Nanji
Six Trends for 2014 in Mobile Marketing and Advertising
by Gregory Kennedy
B2B Lead Generation Trends for 2014: What's Hot and What's Not ...
by Seth Price
See more marketing articles »
Marketing Automation Goes Agile
Take 10: Key Tips to Consider When Creating a Digital Strategy
MarketingProfs University: How to Make Your Content the Belle of the Marketing Ball
Three P's of Successful Marketing Teams: People, Perspective, and Process
Take 10: Three Ingredients That Turn Engagement Into Measurable Business Results
See more online seminars »
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that
provide your social data to 3rd parties
contact friends on your network
post messages on your behalf
interact with your social accounts
Your data is secure with