Brand architecture comprises of facets
of a brand. An architecture is simply a representation everything that is owned
by a brand across its range.
Brand architecture is a higher-level
plan of the brand eco system. It’s about building one brand and representing
its core value across its range under one umbrella to showcase the diversity
yet unification. If multiple brands, the relationship can be mother, child,
parent, etc. Configuring the brand architecture
before choosing which assets to build is a vital step. It helps the board
develop the assets that will take the business beyond the ‘reputation’ stage.
Once this is clear, any product
defined as a sub brand can be relative to the umbrella brand in order to create
a clear distinction. Then starts the visible cycle of revenue generation which
can likewise be segregated to achieve individual SBU profits & loss.
Most marketers visit the mode of brand
architecture only during rejuvenation. During times of change, like mergers,
acquisitions, rebrands and product launches. And, at those
times, understanding the relationships between the brand names in your
company’s portfolio is essential. Brand architecture design is a relative
approach to keep a track on all P & L activities, measured at ease due to a
simpler umbrella brand thereby imbibing best of the parent brand to child
brands.
As a requirement, brand architecture
design should be made as a mandate before any organization begins its branding
exercise.
Fully realizing
the power of brand architecture starts with documentation. You must spend time
outlining the relationships within your company’s portfolio. How do your
current brands, sub-brands and products relate to one another? How do
their market positions relate to one another?
All brand architecture strategies fall into one of two approaches,
a branded house or a house of brands. In a house of brands strategy, the
company name is not identified at all. Instead, product names drive purchases.
A branded house strategy has one unique brand name that motivates purchases and
offers value. Many organizations use a hybrid or variation of one of the
two approaches.
Here are few common
brand architecture examples that will help you define your existing strategy:
Four Brand Architecture options:
·
Sub-Brands: There is one corporate trademark
and sub-brand trademarks. For example: Apple iPad.
·
Masterbrand: There is only one trademark and
then descriptive names. For example: AT&T Device Protection & Control.
·
Freestanding
Brands: There are
many brands, speaking to many different audiences designed to stand apart. For
example: Pringles, Old Spice, Gillette are all freestanding brands of Proctor
& Gamble.
·
Endorser
Brand: There are
product brands linked together by an endorsing brand. For example: Oreo Cookies
by Nabisco
By
Integrated Corporate Practice
