Merkhiërarchie

Merkhiërarchie refers to the way in which brands are organized and presented to consumers, often within a larger corporate structure. This structure can take various forms, impacting how individual products are perceived and how the overall brand portfolio is managed.

A common type of merkhiërarchie is a branded house, where a single, strong brand name is used across a wide range of products and services. This approach leverages the recognition and trust associated with the master brand, creating a cohesive identity. Examples include Virgin or Google.

Another model is a house of brands, where a company owns multiple, distinct brands, each with its own identity and target audience. These brands often operate independently and may not be directly associated with the parent company in the consumer's mind. Procter & Gamble is a well-known example of a house of brands.

A hybrid approach, sometimes called endorsed brands, involves a master brand endorsing or associating itself with sub-brands. This allows for leveraging the master brand's reputation while providing distinct identities for individual products. For instance, Marriott International uses its name to endorse various hotel brands like Courtyard by Marriott.

The chosen merkhiërarchie influences marketing strategies, resource allocation, and the potential for brand extension. It dictates how marketing efforts are focused, whether on building a single overarching brand or on nurturing individual brand equities. Understanding merkhiërarchie is crucial for effective brand management and strategic decision-making within a company.