Brand Hierarchy

VOL. 0054 – FLORIDA, TUESDAY, MAY 07, 2024

Juan F. Arjona Harry

President & CEO Strategee   

Defining the Brand Hierarchy in the Trade Dress is vital to the achievement of the visual impact that should produce and also for the construction of Equity.

The Trade Dress is the lay-out of the elements that are part of the labeling, presentation to customers and before discussing Brand Hierarchy, we must clarify what makes up the Trade Dress of a brand.

1.   Market of mass consumption products: the Trade Dress is guided by the strategy defined for the labeling, which must consider:

1.1. Brand Hierarchy.

1.2. Iconography.

1.3. Lay-out of the label.

1.4. Graphics.

1.5. Brand connectors.

1.6. Drivers of demand highlighted on the label.

1.7. Product descriptors.

1.8. Legal aspects of the label.

1.9. Photographs.

1.10. Windows to see the product.

1.11. Descriptive nutritional components / formulation ingredients.

1.12. Area information and customer service.

1.13. Particular provision for special exhibitions.

1.14. WEB Site and Micro-sites for specific campaigns.

1.15. Social Networks info.

2.   Market of massive demand services: in the Trade Dress, the following are part of the "packaging":

2.1. Script Sales Advisors.

2.2. Brand Hierarchy used.

2.3. Brochure of services.

2.4. Services catalog.

2.5. Sales support material.

2.6. Promotional material to stimulate buying decision.

2.7. POS Ambience / office / headquarters / regional / office.

2.8. WEB Site and Micro-sites for product or service lines determined.

2.9. Material service delivery as such it is necessary for the enjoyment, purchase and / or use of the service.

2.10. Cards, account holder, holder name, labeling of material required for the use or enjoyment of the service.

2.11. Digital displays describing the process that will be undertaken on the service purchased or used.

2.12. Advisors Scripts for the Call-center.

2.13. Membership cards.

2.14. Material promoted and disseminated in Social Networks.

3.   Market for industrial products and services: the Trade Dress it up:

3.1. Technical product / service.

3.2. Brand Hierarchy used.

3.3. Script Sales Advisors.

3.4. Brochure Product / Service.

3.5. Product / Service.

3.6. Sales support material.

3.7. Material support for scientific use / consumption of Product / Service.

3.8. WEB-Site and Micro-sites for product or service lines determined.

3.9. Material or service delivery machinery, equipment and metrology equipment necessary for the use of the product.

3.10. Monitoring and reports for each key account.

3.11. Material promoted and disseminated in Social Networks.

Then the use of the Hierarchy of Brand will be conditioned by the level of the use of the Brand Name, the Line Name of product or service and the Specific Name of the products or services.

Decide whether you must first use the product name, then the name of the product line and then the name of the brand or vice versa or any other possible combination, must be the result of the analysis of an instrument called Brand Competitiveness Grid, which measures exactly the level of competitiveness of the brand and depends on the following results:

1.   80 points< Competitiveness

2.   60< Competitiveness <=80 points

3.   40< Competitiveness <=60 points

4.   Competitiveness<=40 points

The more competitive the brand, the more likely to use the specific name of products/services, then the name of the line and so on.

The order of use (product name, line name, brand name), which forms the Hierarchy of Brand-, is determined by the level of competitiveness that the brand has, in this way, the correct use of the position of brand name (fundamental Brand Equity builder) should follow the signs marked by the level of competitiveness.