What is a parent brand?

It is the reference brand, that which holds the highest position in the internal company hierarchy. Normally comparable with the corporate brand, although may also relate to a product brand that is separate from the company selling it.

Three different brand architecture models exist, depending on the role given to the parent brand in the final structure: The family brand model, endorsed brand model and individual brand model.

Other denominations:
Parent brand

Download our trends reports
Consumer Trends Branding Trends See more reports

Other branding
related terms