The complexity of brands and branding 7

The complexity of brands and branding 7 - d. Hierarchy Paws...

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d. Hierarchy Paws for Thought The ADAMS Blog August 5th, 2009 The importance of brand hierarchy Complicated brands often need to be architected to be understood. If an organization has more than one brand or one brand with several sub- brands, they must be organized in a way that each portion of the brand maintains scalability, yet remain associated with the parent brand. There are three prevalent ways to structure a brand’s hierarchy and depending on the product or service involved usually one of these solutions provides the appropriate structure. (From: http:// blog.adamsstrategy.com/2009/08/the- importance-of-brand-hierarchy/ ) e. Family f. Monolith (See Monolithic branding : http://www.brandchannel.com/education_glossary.asp ) g. Sub-brand The Scarcliff Dictionary of Branding http://www.scarcliffdictionary.com/ h. Co-brand The Scarcliff Dictionary of Branding http://www.scarcliffdictionary.com/ i. Extensions Brand extension or brand stretching is a marketing strategy in which a firm
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This note was uploaded on 03/09/2012 for the course ADV 843 taught by Professor Dr.keithadler during the Spring '11 term at Michigan State University.

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The complexity of brands and branding 7 - d. Hierarchy Paws...

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