What is Brand Architecture

04/08/2022

FedEx exemplifies the Branded House definition because its name, logo, and brand reputation are front and center across its variety of services. With FedEx prefacing its Express, Freight, Ground, and Logistics services, consumers can clearly identify the Branded House. The parent organization builds brand equity and communicates with a consistent, corporate brand voice.

04/08/2022

With continuous improvement and its focus on delivering high-quality products and services, Apple is a Branded House example that has flourished as a trusted source for innovative tech products like the iPod, iPhone, iMac, Apple TV+, and iPad. By adopting this brand architecture, Apple became the first company worldwide to reach a $3 trillion (!) market value (at the time of writing in January 2022).

04/08/2022

Within this type of architecture, the organization is the master brand. The master brand owns several sub-brands that may feature the master brand name or logo, together with variations that include the product name or a service description.

It is an all-encompassing brand strategy, giving brands room to grow and market themselves. Yet they do not operate independently of one another and abide by the corporate brand’s overall guidelines and strategy.

30/07/2022

Increased revenue through cross-selling: A well-defined framework allows brands to feed off each other with attractive goods and value propositions tailored to an array of audiences. If a company can deliver a positive experience with one brand, it offers many opportunities for its related partners within the brand portfolio.

30/07/2022

Why is Brand Architecture Important?
A well-implemented brand architecture brings many benefits:

Increased clarity in the marketplace: Building a brand architecture helps people understand your organization and brands the way you want them to. It will achieve clarity of product offerings for all stakeholders, including consumers and employees.

30/07/2022

To simplify the concept, imagine that your organization is a house:

Where will your brand be located within the architecture of that house?
Which role will each brand play?
What will be its relationship with other brands, if any?
The answers to these questions will guide you in choosing the adequate brand architecture framework for your organization.

30/07/2022

What Is Brand Architecture?
Brand architecture defines the role of each brand and acts as a guideline for the interrelationship between the brands in your organization.

When thinking about adding a new brand or product, it is crucial to understand where it will sit within your organization. In other words, you will have to define what type of brand architecture you will choose for your portfolio of brands.

30/07/2022

New challenges arise as an organization thinks about entering an untapped market segment. For example, should we create a separate brand? If so, which role should each brand play? How can we reduce confusion for consumers?

That’s the moment when the concept of brand architecture comes into play.

27/07/2022

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