Brand Hierarchy

By: Neelanjan and Dharmesh

Table of contents

Introduction Levels
Provides the basic information
Brand Hierarchy levels
regarding brand hierarchy.
01 03

Importance Examples
Why is Brand Hierarchy Some live examples for better
important? understanding!
02 04
 01
Introduction
Introduction

A Brand Hierarchy is the systematic branching

structure of a brand’s distinctive elements for its
sub-products.

When companies begin to diversify their products, with new

products and different positioning schemes, they graph a
brand hierarchy to help with the identification of their
products and services. A brand hierarchy helps inculcate the
vital brand elements and modifications within the products.
 02
Importance
Importance

1. Prevents Customer Confusion

2. Helps Future Business Planning
3. Attracts Focused Attention
4. Provides a Clear Overview
 03
Brand Hierarchy
Levels
Levels
The highest level of the brand hierarchy is the
Corporate Brand corporate brand. This is the main company/corporate
brand.

The next lower level in the hierarchy is the family brand. It is

Family Brand called the ‘family’ brand because it may have a range of
products under it, but it is not the corporate brand.

Individual brands are linked only to a single product

Individual Brand category. This doesn’t mean it has only one product. It can
have multiple product versions, models, colors, etc.

The product modifier and descriptor is the smallest and

Product Descriptor lowest part of the brand hierarchy. It helps customers
identify the various products under the individual brand.
Levels in relation to an
example
 04
Examples
THANK YOU!