Brand Hierarchy

Smart Principles for Designing a tick off Hierarchy We all know the recession has drastically impacted consumer behaviors, just we may often overlook its direct impact on crisscrosss themselves. The recession has changed the way marketers manage their pock portfolios as they try to do more with less. As such, marketers are taking a closer look at how then can stretch existing brand equity across a greater number of harvests, often taking a put forward brand/sub-brand approach. We generally see four different sub-brand approaches, each with their protest benefits and risks 1.Driver Sub-BrandsA driver sub-brand encourages bargain for decisions by representing the value proposition exchange to the user experience. The parent 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. pursue the Gillette Fusion razor. Customers primarily buy the techn ology and performance represented by the Fusion name. Fusion is the driver brand while Gillette creates a material identity 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 entryway in the marketplace to succeed. 2. Co-Driver Sub-BrandsIn this case both the parent brand and the sub-brand play majorand often equalroles in driving the consumer toward purchase. Cadillacs Escalade sub-brand serves as a co-driver, as both the Cadillac and Escalade brand names influence consumers purchase decisions. musical composition consumers associate the Cadillac name with top of the notation performance, quality, and style, the Escalade brand compounds that chassis with the slightly rugged, more versatile associations of a sports utility vehicle. Cadillac marketers leverage the associations of both driver brands to com mand market partake in in the luxury sports utility vehicle category, as well as generating significant demand for the car among Hollywood celebrities attracted to the brands two-base hit of luxury, spaciousness, and high 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. Descriptor Sub-BrandsAs implied by the name, descriptor brands communicate a perspicuous facet of the parent brande. g. , class, feature, target segment, or function. For example, Purina cad fare maintains the following 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 individual dog breeds and the specific demands of dog owners. While all dogs could potentially thrive off of the standard Puppy and Dog Chow offerings, developing specialized offerings for overw eight, high-energy, and performance dogs defined by a unique descriptor sub-brand enables owners to better address their dogs perceive needs. This is the riskiest category of sub-brands, as the sub-brand may cannibalize the parent brand if low differentiation among the varieties exists. . Endorsed Sub-BrandsIn an endorsed sub-brand relationship, the parent brand often provides support and believability to the sub-brands claims in a more explicit fashion than co-drivers (for example, rugby football by Ralph Lauren). Endorsed sub-brands provide consumers with assurance that the sub-brand will deliver on the aforementioned(prenominal) value propositions as the parent offering, enabling the parent brand to pad into new markets while retaining its established brand position.