Brand hierarchy
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Brand hierarchy refers to displaying a brand strategy through the common and distinctive elements across a firm's products, revealing the ordering of brand elements. It can involve corporate, family, and individual branding strategies. Corporate branding uses a company name for products, while family branding markets different products under one name. Individual branding gives each product a unique name. Modifiers like words or phrases can further distinguish brands according to product types or models.
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Brand hierarchy
- 2. Brand Hierarchy Brand hierarchy is a means of summarizing the brand strategy by displaying the numbers and nature of common and distinctive brand elements across the firms product revealing the explicit ordering of brand elements.
- 3. Brand Hierarchy Corporate Brand Chrysler- Daimler Family Brand Mercedes - Benz Individual Brand SLS AMG Modifiers GT
- 4. Corporate branding is the practice of using a company's name as a product brand name. It is an attempt to use corporate brand equity to create brand recognition. Example- IBM, Heinz, Hershey, Coca-Cola, etc….
- 5. When a group of products are given the same brand name i.e. different products of company are marketed under one brand name. Example- 1. AMUL- Amul milk, Amul Butter, Amul cream, Amul Dahi, Amul chocolate etc… 2. VIDEOCON- T.V., Washing machine, Air Conditioner, etc…. 3. JOHNSON &JOHNSON- Johnson & Johnson Baby soap, Johnson & Johnson Baby hair oil, Johnson & Johnson Baby body lotion etc….
- 6. Individual branding, also called individual product branding or multi branding. It is the marketing strategy of giving each product in a portfolio its own unique brand name. The advantage of individual branding is that each product has an image and identity that is unique. The disadvantage are difficulty, complexity & expense involved in developing separate marketing programs to build sufficient levels of brand equity. Examples- Procter & Gamble- Head & shoulders, Rejoice, Pantene, Gillette, Herbal essence etc… HUL- AXE, Kissan, ELLE 18, Pepsodent, Dove, Knor, Pears, LUX, RIN, Clear, Vaseline, hamam, Domex, Liril 2000, etc…
- 7. Modifier refers to word, phrase or clause that functions as an adjective or adverb to qualify the meaning of other word. Regardless of whether corporate, family or individual brands are employed it is often necessary to further distinguish brand according to the different types of items or models involved.
- 9. Dealing- Personal Care Origin country – Germany 1912- introduced NIVEA Crème in Europe 1922- introduced NIVEA Crème in US & South America 1957 – First deodorizing soap 1963 - NIVEA Milk - for all types of skin 1982- Internationalization of brand 2008- NIVEA Lip care 2010- NIVEA happiness sensation
- 11. LOGO NIVEA is one of the most simplest logo ever seen. This logo says all the things it wanted to say to its customers. The logo gives the feel of freshness and beauty and displays the brand uniqueness in the market as well.
- 12. NIVEA Skin Care NIVEA Crème NIVEA Body NIVEA skin Face Care/ Cosmetics NIVEA Lip care NIVEA Beaute NIVEA for Men Personal Care NIVEA Deo NIVEA bath care NIVEA hair care
- 13. Brand extension NIVEA from skin crème brand into a skin care brand by providing a range of new products that would both complement NIVEA crème & broader the meaning of NIVEA brand name.
- 14. NIVEA Brand category 1. Strategic Brand - NIVEA deo, NIVEA for Men etc.. 2. Linchpin Brand - NIVEA crème 3. Silver bullet brand - NIVEA body, NIVEA for Men 4. Cash Cow brands – NIVEA crème