Brand meaning hierarchy
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:
Physical sensory attributes;
Direct functional implications of these attributes, their advantages and disadvantages; and
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...