Table 3.

Hierarchical brand architecture available from the Nielsen data

Hierarchy of Nielsen data	Example	N (UK market)
		July 2014	November 2017
Brand	Marlboro	86	71
Brand family Products with the same brand name but sold at different price points	Marlboro Bright Leaf	114	97
Brand variant Product at same price point but with different length (eg, superkings, kingsize), flavour or other characteristics	Marlboro Bright Leaf Platinum	282	241
Stock keeping unit Each individual barcoded product including specific pack characteristics: pack size, whether the pack is price-marked, and, for FM but not RYO, whether standardised or branded	Marlboro Bright Leaf Platinum 10 s multipack not price marked	930	1022

FM, factory made; RYO, roll your own.