Brand typologies

Brand typologies are divided as follows:

Horizontal

  • Single brand
  • Multi-brand
  • Brand families
  • Umbrella brand
  • Brand transfer

Vertical

  • Premium brand
  • Leading brand
  • Manufacturer brand
  • Second / third brand trade mark
  • Generic brand

International

  • Multinational Global
  • National
  • Regional

Economic levels / sectors

  • Supplier brands (e.g. Gore-Tex)
  • Manufacturer brands
  • Service marks

Scope of a brand's products

  • Single brands
  • Brand families
  • Umbrella or company brands

carrier

owner

  • Collective or community trademarks
  • Corporate brands
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