Understanding Brand Hierarchy

Understanding Brand Hierarchy

Open Creative supports multi-level brand hierarchies to accommodate different business structures, from solo professionals to large franchise networks.

The Five Brand Levels

1. Brand (Franchisor)

• The top-level organization
• Parent company or franchisor
• Sets master brand guidelines
• Example: Keller Williams Realty

2. Brokerage (Franchisee)

• Regional or local franchisee
• Operates under the main brand
• May have regional variations
• Example: Keller Williams Austin

3. Office (Franchise Location)

• Specific physical location
• Branch within a brokerage
• Location-specific branding
• Example: Keller Williams Downtown Austin

4. Team

• Group within an office
• Departments or specialized teams
• Team-specific identity
• Example: The Luxury Home Team

5. User Brand (Agent)

• Individual professional brand
• Personal branding within team
• Agent-specific identity
• Example: Jane Smith, Realtor

How Hierarchy Works

Inheritance:

• Child brands can inherit from parents
• Lower levels can customize
• Consistency maintained up the chain

Example Structure:

RE/MAX (Brand)
  └── RE/MAX of Texas (Brokerage)
        └── RE/MAX Dallas (Office)
              └── Luxury Division (Team)
                    └── Agent Jane Doe (User Brand)

Selecting Your Level

When creating a brand, choose the appropriate level:

### Brand Management Section

The Brand Manager shows all five levels:

• Main Brand selector
• Brokerage selector
• Office selector
• Team selector
• User Brand selector

Select brands at each level to establish your complete brand identity.

Tips

1. Start at the highest relevant level
2. Work down through the hierarchy
3. Each level inherits from above
4. Customize as needed at each level