Brand meaning hierarchy

The brand-meaning hierarchy is based on theories that knowledge in our memories is stored in a hierarchical way.

Brand meaning hierarchy

Giep Franzen

The brand-meaning hierarchy is based on theories that knowledge in our memories is stored in a hierarchical way. The levels are ordered in a continuum from concrete to abstract. Three main levels are generally distinguished:

  1. Physical sensory attributes;

  2. Direct functional implications of these attributes, their advantages and disadvantages; and

  3. Symbolic meanings (values) associated with these.

Within each of the three levels, sub-levels can be distinguished, thus creating a means-end hierarchy consisting of the following elements:

THE PHYSICAL SENSORY LEVEL

  • Brand signs: Name, spelling, colour, image (Logo), sound, visual style.

  • Product categories: Products and product variants...

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