märkessystem

Märkessystem, often translated as "brand system" or "labeling system," refers to a structured approach to using brands within a company or organization. It outlines how different brands relate to each other and how they should be presented to the market. This system provides guidelines for brand architecture, positioning, and visual identity.

There are several common types of märkessystem. A branded house strategy, for example, uses a single, strong master brand across all products and services. An example of this is Google, where its core brand is applied to various offerings like Gmail, Google Maps, and Google Drive. Conversely, a house of brands strategy employs multiple independent brands, each with its own identity and target audience. Procter & Gamble is a classic example, with distinct brands like Pampers, Tide, and Gillette. A hybrid approach combines elements of both, where a master brand supports sub-brands.

The purpose of a märkessystem is to ensure consistency, clarity, and efficiency in branding efforts. It helps consumers understand the relationship between different offerings and the overarching company. It also guides marketing and product development, ensuring that new initiatives align with the existing brand portfolio. Effective implementation of a märkessystem can lead to stronger brand equity, improved market positioning, and greater customer loyalty. Decisions regarding brand extensions, acquisitions, and divestitures are typically made within the framework of the established märkessystem.