* Note: This list is not comprehensive.
- - - - - - - - - - - - - - - - - - - - - - - - - - -
Brand architecture is the strategy that marketers use to determine which products and services to introduce, and which brand names, logos, symbols, and other brand elements to apply to new and existing products.
Brand elements, sometimes called brand identities, are those trademarkable devices that serve to identify and differentiate brands. The main ones are brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages, and signage.
A brand portfolio is the set of all brands and brand lines that a particular firm offers for sale to buyers in a particular category.
A brand line consists of all products—original, as well as line and category extensions—sold under a particular brand.
A product line is a group of products within a product category that are closely related because they function similarly, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges.
A brand mix (or brand assortment) is the set of all brand lines that a particular seller makes available to buyers.
A product mix (or product assortment) is the set of all product lines and items that a particular seller makes available to buyers.
A brand hierarchy is a 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.
A family brand, also called a master brand, range brand or umbrella brand is a brand used across multiple product categories but is not necessarily the name of the company or corporation.
A brand extension is a new product introduced under an existing brand name.
A line extension is a new product introduced under an existing brand name within an existing category for a brand (Tide Pods or Tide Total Care laundry detergent).
A category extension is a new product introduced under an existing brand name outside existing categories for a brand (Tide Dry Cleaners retail outlets).
A parent brand is an existing brand used to introduce new products.
A sub-brand is a particular form of brand extensions in which the new product carries both the parent brand name and a new individual brand name (Apple iPad, Ford Fusion, and American Express Blue card).
A modifier is a means to designate a specific item or model type or a particular version or configuration of a product (e.g., Gillette Fusion razors, Johnnie Walker Black Label whiskey, and Wrigley’s Juicy Fruit chewing gum).
A flanker or “fighter” brand is a brand designed to negate the threat of a competitors’ brands so that more important and profitable brands can retain their desired positioning.
A flagship product is a product that best represents or embodies the brand to consumers. It is often the first product by which the brand gained fame, a widely accepted bestseller, or a highly admired or award-winning product.
A cash cow is a brand that is kept around despite even dwindling sales because it still manages to hold on to a sufficient number of customers and maintain its profitability with virtually no marketing support by capitalising on its reservoir of existing brand equity.
