Brand Hierarchy

Smart Principles for Designing a Brand power structure We all know the recession has drastically impacted consumer behaviors, but we may often overlook its direct impact on specks themselves. The recession has changed the bearing marketers manage their brand portfolios as they try to do more with less. As such, marketers are taking a closer look at how because can stretch existing brand equity across a greater number of products, often taking a elicit brand/sub-brand approach. We generally see four different sub-brand approaches, each with their own benefits and risks 1.Driver Sub-BrandsA driver sub-brand encourages purchase decisions by representing the value proposition central to the drug user experience. The put forward brand endorses the sub-brandbut its the sub-brand that defines the consumers perceptions of the product or service experience and proves the primary driver motivating consumer purchase. Take the Gillette compact razor. Customers primarily buy the technol ogy and performance represented by the alignment name. Fusion is the driver brand while Gillette creates a strong identicalness and clear visibility for the Fusion name on the package, retail rack, and in consumers minds.As you might guess, if a company is going to take a driver sub-branding approach, then the sub-brand must generate real response to its entrance in the marketplace to succeed. 2. Co-Driver Sub-BrandsIn this case both the parent brand and the sub-brand dissolution majorand often equalroles in driving the consumer toward purchase. Cadillacs climb sub-brand serves as a co-driver, as both the Cadillac and go up brand call influence consumers purchase decisions.While consumers associate the Cadillac name with top of the line performance, quality, and style, the Escalade brand compounds that image with the slightly rugged, more versatile associations of a sports good vehicle. Cadillac marketers leverage the associations of both driver brands to command market share in the luxury sports utility vehicle category, as well as generating noteworthy demand for the car among Hollywood celebrities attracted to the brands image of luxury, spaciousness, and lavishly performance versatility.In co-driver situations, both the parent brands image and the sub-brands image together influence the consumers decision to purchase the product. 3. strain Sub-BrandsAs implied by the name, descriptor brands communicate a distinct look of the parent brande. g. , class, feature, target segment, or function. For example, Purina heel Food maintains the pursuance descriptive brands Dog Chow, Beneful, Hi-Pro, Fit & Trim, Puppy Chow, Moist & Meaty.Purina Brand Dog Food uses these descriptor sub-brands to more accurately meet the needs of singular dog breeds and the specific demands of dog owners. While all dogs could potentially expand off of the standard Puppy and Dog Chow offerings, developing narrow offerings for overweight, high-energy, and performance dogs def ined by a unique descriptor sub-brand enables owners to break dance address their dogs perceived needs. This is the riskiest category of sub-brands, as the sub-brand may cannibalize the parent brand if insufficient differentiation among the varieties exists. . Endorsed Sub-BrandsIn an endorsed sub-brand relationship, the parent brand often provides support and credibility to the sub-brands claims in a more explicit fashion than co-drivers (for example, Rugby by Ralph Lauren). Endorsed sub-brands provide consumers with effrontery that the sub-brand will deliver on the same value propositions as the parent offering, enabling the parent brand to expand into new markets while retaining its complete brand position.