Brand hierarchy refers to the structured organization of a company’s brands. From the corporate brand down to each of its offerings’ brands. It can help potential customers better understand what you offer, and identify why it is valuable to them. Plus it can make it easier for you to introduce new offerings and much more.
What it looks like
At its core, brand hierarchy is a strategic framework that arranges a company’s products, sub-brands, and extensions in a structured and logical manner. It helps in establishing the relationships between them in a way that customers can easily comprehend. A brand hierarchy typically comprises three main levels: the corporate brand, the product brand categories, and individual product brands.
- Corporate brand — The highest level, representing the overall identity and reputation of the company itself.
- Product brand categories — This level groups together products that share certain commonalities
- Individual product brands — These are the specific products or services offered by the company, with their unique features and benefits.
