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
Another model is a house of brands, where a company owns multiple, distinct brands, each with its
A hybrid approach, sometimes called endorsed brands, involves a master brand endorsing or associating itself with
The chosen merkhiërarchie influences marketing strategies, resource allocation, and the potential for brand extension. It dictates