Question

A brand hierarchy is a useful means of graphically portraying a firm’s branding strategy by displaying the number and nature of common and distinctive brand elements across the firm’s products, revealing their explicit ordering.

Pick a company.

As completely as possible, characterize its brand portfolio and brand hierarchy.

How would you improve the company’s branding strategies? ( Brand strategy involves decisions regarding the number of levels to use, how brand elements at different levels will be combined for a given product, and how brand elements will be linked to multiple products.)

You do not need the book pages just found out what brand hierarchy and brand portfolio is and then go from there! No need to sound super smart or anything I just need to use this for a discussion. Thank you so much!

Answer 1

To explain the brand portfolio and brand hierarchy, here we are choosing Hilton brand.

Brand Portfolio is largely used to encompass all the entities under one roof when a huge Organisations operate under different brands, companys and services. They will have their own trademarks and they will be operated as an individual business entity. Brand portfolio is used to make a group of all these entities for marketing purposes.

Brand Portfolio of Hilton brand: Hilton brand not only owns Hotels and resorts but also owns various other business entities which are all collectively grouped under brand portfolio called Hilton brand worldwide. Hilton brand also holds Waldorf Astoria hotels and resorts & Embassy suites hotels and also Homewood suites.

Brand Hierarchy: Hilton brand has got around forteen brands in different market segments which are:

Hampton by Hitlon, Conrad Hotels, Hilton Grand, Home2suites by Hilton, Embassy Suites Hotels, Double tree by Hilton, Curio - A collection by Hilton, Canopy by Hilton.

Ways to improve the Company's Branding Strategies: The first and foremost thing which is to be considered to improve the branding strategies is market research.

* To improve the branding strategy we should understand our products or the services which we provide. Only through this we will get the marketing strategy and which set of auidence to target.

* Internet marketing is one big way to improve our branding. There are several opportunities which internet provides us today to use that as platform and sell our brand.

* Socializing is one more way to improve the branding. Through socializing we will get to the interests and needs of people of different sets based on which we can alter our services which adds value to our branding.

These are the few ways with which we can improve our branding and can get more exposure to the needs of our auidence to provide better services or products to them by making required changes to our current system and to make our brand popular among audience.