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Specializing in creating and communicating concepts, implementing marketing strategies and developing interactive design solutions.
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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…
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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Brand hierarchy can be a complicated discussion
Brand hierarchy can be a complicated discussion. As if the term ‘brand’ isn’t hard enough to nail down and explain…
Brand hierarchy can be a complicated discussion
Brand hierarchy can be a complicated discussion. As if the term ‘brand’ isn’t hard enough to nail down and explain when speaking to an accountant type CEO of a company. Imagine the difficulties in presenting his fairly non-recognized, non-integrated brand hierarchy to this same CEO with the goal of getting approval to alter it so as to create a marketing campaign that has a fighting chance at success. The current structure is a non-integrated grouping of approx 10 retail products…