BRAND HIERARCHY

Nalin JainMBA- A(final)

Roll no.- 2

Brand Hierarchy

Brand hierarchy is a means of summarizing the brand strategy by displaying the numbers and nature of common and distinctive brand elements across the firms product revealing the explicit ordering of brand elements.

Brand Hierarchy

Corporate Brand

Chrysler-Daimler

Family Brand

Mercedes - Benz

Individual Brand

SLS AMG

Modifiers

GT

CORPORATE BRAND

Corporate branding is the practice of using a company's name as a product brand name. It is an attempt to use corporate brand equity to create brand recognition.

Example- IBM, Heinz, Hershey, Coca-Cola, etc….

FAMILY BRANDWhen a group of products are given the same brand name i.e. different products of company are marketed under one brand name.

Example- 1. AMUL- Amul milk, Amul Butter, Amul cream, Amul Dahi, Amul chocolate etc…2. VIDEOCON- T.V., Washing machine, Air Conditioner, etc….3. JOHNSON &JOHNSON- Johnson & Johnson Baby soap, Johnson & Johnson Baby hair oil, Johnson & Johnson Baby body lotion etc….

INDIVIDUAL BRANDIndividual branding, also called individual product branding or multi branding. It is the marketing strategy of giving each product in a portfolio its own unique brand name.The advantage of individual branding is that each product has an image and identity that is unique.The disadvantage are difficulty, complexity & expense involved in developing separate marketing programs to build sufficient levels of brand equity.Examples-Procter & Gamble- Head & shoulders, Rejoice, Pantene, Gillette, Herbal essence etc…HUL- AXE, Kissan, ELLE 18, Pepsodent, Dove, Knor, Pears, LUX, RIN, Clear, Vaseline, hamam, Domex, Liril 2000, etc…

MODIFIER

Modifier refers to word, phrase or clause that functions as an adjective or adverb to qualify the meaning of other word.Regardless of whether corporate, family or individual brands are employed it is often necessary to further distinguish brand according to the different types of items or models involved.

Dealing- Personal CareOrigin country – Germany 1912- introduced NIVEA Crème in Europe1922- introduced NIVEA Crème in US & South America1957 – First deodorizing soap1963 - NIVEA Milk - for all types of skin1982- Internationalization of brand2008- NIVEA Lip care2010- NIVEA happiness sensation

LOGO

NIVEA is one of the most simplest logo ever seen. This logo says all the things it wanted to say to its customers. The logo gives the feel of freshness and beauty and displays the brand uniqueness in the market as well.

NIVEA

Skin Care

NIVEA

Crème

NIVEA

Body

NIVEA

skin

Face Care/ Cosmetics

NIVEA Lip care

NIVEA

Beaute

NIVEA for Men

Personal Care

NIVEA

Deo

NIVEA

bath care

NIVEA

hair care

Brand extension

NIVEA from skin crème brand into a skin care brand by providing a range of new products that would both complement NIVEA crème & broader the meaning of NIVEA brand name.

NIVEA Brand category

1. Strategic Brand - NIVEA deo, NIVEA for Men etc..

2. Linchpin Brand - NIVEA crème3. Silver bullet brand - NIVEA body, NIVEA for Men4. Cash Cow brands – NIVEA crème

ANY QUERY ?