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Logo - BrandZ

BrandZ: Martin Guerrieria
Public relations: Lucy Edgar

How do we classify brands? Eight typologies:

Clean Slate

Graph representing Clean Slate Typology
Little known to most consumers. The brand's relevance and advantages not all established. In some cases a corporate brand not well known to consumers or not previously marketed to consumers.

Little Tiger

Graph representing Little Tiger Typology Relatively unknown but with strong following amongst a core group. Can become an Olympic brand if it can increase familiairity and relevance amongst a wider group without alienating its core. But could also continue to develop amongst a loyal group and become a strong group brand.

Cult Brand

Graph representing Cult Brand Typology Not widely known and not for everyone - but has a committed and fanatical following.


Graph representing Aspriational Typology Relatively well known but definitely not a brand which is suitable for a mass audience. Likely to be too expensive for most. Small groups of passionate users. Has difficulty in widening its franchise without alienating its core users. Must beware of pricing too high and becoming irrelevant to current and potential users.


Graph representing Classic Typology Well known, well loved with a relatively large core following. Good but not great. Can retain its status by constant reinvestment in its product and image.


Graph representing Olympic Typology Well known, well loved with a large core following. Talked about in everyday life and part of the cultural fabric of the country.


Graph representing Defenders Typology A good balance between product performance and price - but no real product based or emotionally rooted advantages.

Fading Stars

Graph representing Fading Star Typology Previously known to and liked by all. Still relevant to a mass audience, but has lost appeal and has little product or image based advantage.