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Brand hierarchy has two dimensions - the horizontal focus reflects the endorsed or sub-brands that reside within the umbrella or family brand. (For instance, Colgate Gel, Colgate Super Shakti all reside under the family brand - Colgate). On the other hand, on the vertical dimension are a number of brands and sub-brands required for single-market entry. The brand hierarchy tree provides direction to plan the number of brand extensions and how resources should be distributed among them. McDonalds is a great example of this also.
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Definition and types of Brand usage strategies?
Brand usage
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Definition and types of Brand usage strategies?
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What is the definition brand equity?
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