brand architecture
how a company structures and names brands within Its portfolio
Brand architecture refers to the way in which a company organizes and structures its brands in relation to each other. It is a strategic framework that outlines how a company’s multiple brands relate to each other and to the overall corporate strategy. A well-defined brand architecture strategy helps companies to effectively manage their portfolio of brands and allows them to create a unified brand message across all of their products and services.
Brand architecture typically consists of three levels:
1. Corporate Brand: This is the highest level, which represents the overall brand of the company. It is usually the most prominent brand and often the most valuable asset of the company.
2. Product Brand: This is the level where individual product brands are created, each with its own visual identity, messaging, and positioning. These brands are designed to target specific customer segments and address different needs and preferences.
3. Sub-Brand: This level represents a brand that is associated with or under a product brand. Sub-brands are commonly used for product line extensions, brand extensions, or to distinguish specific features or product versions.
There are also different brand architecture models, such as:
1. Monolithic brand architecture: where there is only one master brand. All products and services are presented under the same brand name, look and feel.
2. Endorsed brand architecture: where the master brand endorses all products and services, but each product has its own unique brand name, visual identity, and messaging.
3. Hybrid brand architecture: where the company uses a mix of both monolithic and endorsed models. The master brand may endorse some products and services, while others are presented under a different brand name.
Overall, building a strong brand architecture is critical for companies to build and maintain a compelling and coherent brand identity across their product portfolio, and to create a consistent customer experience.
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