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Brand Hierarchy refers to the concept of systematically organizing the distinct elements of a brand for the sub-products.
Brand Hierarchy is a way to bring together various brands and their allied products under an umbrella brand.
Brand Hierarchy - Examples
1. Mondelez
Corporate Brand - Mondelez
Family Brand - Cadbury
Individual Brand - Dairy Milk
Modifier - Silk
2. General Motors
Corporate Brand - General Motors
Family Brand - Chevrolet
Individual Brand - Cruze
Modifier (Model) - LTZ At
Product descriptor - Sedan
3. Volkswagen
Corporate Brand - Volkswagen
Family Brand - Audi
Individual Brand - A6
Model - A6 Quattro
Product descriptor - AWD technologies
4. Daimler
Corporate Brand - Daimler
Family Brand - Mercedes-Benz
Individual Brand - C class
Model -C class AMG
Product descriptor - Amg
Corporate or Company Brand Level
Corporate or Company Brand Level is the highest level in the brand hierarchy and is present on the product or the package.
In some cases, the company might use the subsidiary company names for their products.
Example - Audi from the Volkswagen Group
Family Brand Level
Family Brand Level is the next level in the brand hierarchy level and is also known as an umbrella brand or a range brand. It can be used for more than one product category.
Example
Corporate Brand - Volkswagen
Family Brand - Volkswagen, Skoda, Audi
In some cases, the corporate and family brand are the same
Example -
Corporate Brand - Apple
Family Brand - Apple
Individual Brand - iPhone
Modifier - iPhone 11 Pro
Individual Brand Level
Individual Brand Level is the next level in the brand hierarchy and is used for only one product category and different product types within that category.
Example - Audi Family Brand has Individual brands like A4, Q3, and A6
Modifier & Product Descriptor
The Modifier is a means to place a specific model type of a product
Example- All Audi Individual brands have the option of Quattro
Product descriptor is the last level of brand hierarchy and helps to identify the various products under the individual level
Example - Quattro is a sub-brand of Audi where the product descriptor is AWD technologies
This video is on Brand Hierarchy and it has the following sub-topics.
Time Stamps
0:00 Introduction to Brand Hierarchy
01:23 Brand Hierarchy - Examples
02:12 Corporate or Company Brand Level
02:45 Family Brand Level
04:12 Individual Brand Level
05:03 Modifier & Product Descriptor