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Brand Hierarchy and Marketing Challenges

Brand hierarchy provides structure to the brand family. The structure allows consumer’s to form perceptions of the entire brand family based on what they know of individual brands.

One example of this structure could look like this:

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• Parent corporate brand
• Umbrella brand encompassing multiple product lines, often cross-industry
• Product Line including a portfolio of products under one brand, generally within one industry
• A specific product in that line or a sub-brand

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In order to succeed at brand positioning a company must foster integration of vision, culture and image within the brand structure. This can be a major challenge and as a result companies will suffer from brand fragmentation.

Our organization is in desperately need of alignment and elaboration of vision for individual business area’s and markets. This challenge continues to be difficult from the perspective of marketing and selling products and services.

By: jenniferarmour|August 2, 2010|Categories: Uncategorized|Tags: brand . brand challenges . brand hierarchy|