Brand Hierarchy Trees

Sometimes brand hierarchy trees can capture the brand portfolio structure. The brand hierarchy tree structure looks like an organization chart with both horizontal and vertical dimensions. The horizontal dimensions reflect the sub brands and endorsed brands that reside under a brand umbrella. The vertical dimension captures the number of brands and sub brands that are needed for different segments of the market. For ex. Colgate, the hierarchy tree for the Colgate oral care shows that Colgate name covers toothpaste, tooth- brush, dental floss and other oral hygiene products. Again under toothbrush it has brands like plus, precision, classic, youth and colour change. Under Colgate plus toothbrush it has brands like Diamond Head and “the wild ones”. The brand hierarchy tree presentation provides perspective to help evaluate the brand architecture. Successful brand architecture makes a range of offerings both to the customers and to those inside the organization. Having a logical hierarchy structure among sub brands helps generate the clarity.