Brand Hierarchy

There are three key levels of branding:

1. Corporate brand, umbrella brand, and family brand

2. Endorsed brands, and sub-brands

3. Individual product brand

1. Corporate Brand, Umbrella Brand and Family Brandd

Corporate brand, umbrella brand, and family brand Examples include Virgin Group and Heinz.

These are consumer-facing brands used across all the firm’s activities.

These brands may also be used in conjunction with product descriptions or sub-brands: for example Heinz Cream of Tomato Soup, or Virgin Mobile

Parent companies can have many divisions and subsidiaries with individual brand marks for each

a global brand may have individual logosfor each country it operates in

2. Endorsed Brands andSub Brandsd

Endorsed brands, and sub-brands -

For example, Nestle KitKat, Cadbury Dairy Milk or Kellogg’s Cornflakes.

These brands include a parent brand - which may be a corporate brand, an umbrella brand, or a family brand - as an endorsement to a sub-brand or an individual, product brand.The endorsement should add credibility to the endorsed sub-brand in the eyes of consumers.

3. Individual Brands

Individual brandsFor example Uncle Toby’s (owned by parent company Nestlé), Streets Ice Cream (owned by parent company Unilever)

The individual brands are presented to consumers, and the parent company name is given little or no prominence.

Other stakeholders, like shareholders or partners, will know the producer by its company name.

There may be sub brand variants to create a range of products under one brand

Sometimes the hierarchy of brand prominance will change

Brand hierarchy is an important aspect of packaging design and needs to be considered carefully from a both a marketing and design perspective

Thankyou