Brand building


brand hierarchy

A corporate ranking of various brand assets according to a strategically defined order. Typically presented as an org chart, the brand hierarchy often aims to differentiate the individual sub-brands of a larger brand according to factors such as audience segment, market size, performance, public recognition and financial value. Example: Hershey’s has a hierarchy of sub-brands including Reese, Almond Joy, Jolly Rancher and Bubble Yum.

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