Brand hierarchy refers to displaying a brand strategy through the common and distinctive elements across a firm's products, revealing the ordering of brand elements. It can involve corporate, family, and individual branding strategies. Corporate branding uses a company name for products, while family branding markets different products under one name. Individual branding gives each product a unique name. Modifiers like words or phrases can further distinguish brands according to product types or models.

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.

3. Brand
Hierarchy
Corporate
Brand
Chrysler-
Daimler
Family
Brand
Mercedes -
Benz
Individual
Brand
SLS AMG
Modifiers
GT

4. 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….

5. When 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….

6. Individual 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…

7. 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.

9. Dealing- Personal Care
Origin country – Germany
1912- introduced NIVEA Crème in Europe
1922- introduced NIVEA Crème in US & South
America
1957 – First deodorizing soap
1963 - NIVEA Milk - for all types of skin
1982- Internationalization of brand
2008- NIVEA Lip care
2010- NIVEA happiness sensation

11. 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.

12. 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

13. 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.

14. NIVEA Brand category
1. Strategic Brand - NIVEA deo, NIVEA for Men
etc..
2. Linchpin Brand - NIVEA crème
3. Silver bullet brand - NIVEA body, NIVEA for
Men
4. Cash Cow brands – NIVEA crème