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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: [star_list] 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 [/star_list] In order to succeed at brand positioning…

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