
Distinguishing between types of brands
Brands fall in different categories. Here's a short listing of these categories, with a short description and examples for better understanding.
Product brand:
As the name suggests, this brand is the name of the product. A brand is not company-dependent, but is expensive to launch. Furthermore, it is often hard to continue developing such a brand.
Examples: Evian, Gasteiner, Volvic
Line brand:
A line brand is used if there are several variants of a product (i.e. a product line). It is a permanent brand, but may be inflexible concerning new innovations.
Examples: Rupp, Coca-Cola
Range brand:
Range brands are brands that cover a specific field. These brands need a precise statement and unmistakability so they won't be confused with other brands.
Examples: Tesa, Power-Strips, Uhu
Manufacturer's brand:
Again, these are brands that cover a specific field. They are supposed to convey quality and reliability, and are often used as a "signature". These brands can be used for different products, which helps to promote new products and to obtain acceptance from the buyer.
Examples: Nestlé, Kraft Food, Knorr
Trade brand, label brand:
Similar to the manufacturer's brand. The trade brand (or trade mark) is created by the manufacturer.
Examples: C&A, H&M
The label brand is a special case of the manufacturer's brand.
Examples: Boss, Joop, Gucci
Luxury brand:
The luxury brand stands for especially expensive, high-quality products. Most times, these brands can't just be created, but develop over time.
Examples: Ferrari, Rolex, Cartier
Brand products:
For very new products that had no comparable predecessor. The corresponding logo should be similarly unique and unmistakable.
Examples: Lego, Ohropax
Corporate sign:
A superior brand unifies sub-brands from the most different fields.
Examples: Deutsche Post World Net, Sandoz GmbH
A brand or logo doesn't necessarily fall in just one category. It can be a associated with several types of brands.