merkevarehierarki
Merkevarehierarki, or brand hierarchy, refers to the structured arrangement of brands within a corporate portfolio. It delineates the relationships between a parent company’s corporate brand, its sub-brands, and individual product or sub-brand identities. The hierarchy is used by marketers to clarify how brands relate to one another, how they share attributes, and how they are positioned to target specific consumer segments.
The typical structure includes four levels: the corporate brand at the top, which conveys the overall company
Different architectural models fit various strategic goals. A branded house presents all products under one corporate
Effective merkevarehierarki supports brand equity management, simplifies marketing communications, and enables efficient resource allocation across brands.