In the school curriculum, some subjects tend to be regarded more highly than others. Various accounts have been proposed to explain this phenomenon. Most of them draw attention to the nature of different subjects and the type of knowledge that these promote. While such epistemological narratives help to illuminate the origins of the curriculum hierarchy, they are limited in their ability to point to directions for addressing it. Drawing on empirical data concerning an increasingly unpopular A level subject, namely Design and Technology, this paper exposes a number of additional factors eroding the status of lowly regarded subjects. These factors capture more tangible aspects of the issue, introducing a more practical and concrete perspective into a debate which, to date, has been largely theoretical and abstract. The paper reconceptualises the curriculum hierarchy, arguing that its perpetuation is linked to issues relating to the definition, or 'brand', of subjects. Against the backdrop of this conceptualisation, it proposes a framework which offers a complementary explanation for the existing subject hierarchy alongside tools for levelling the playing field within the curriculum.