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.