Brand Architecture
Services∕ Brand Strategy∕ Brand ArchitectureKey Aspects
- Hierarchy and Shared Identity: Brands are likened to a family with a parent brand and sub-brands sharing a core DNA and values, while having their own distinct personalities and goals.
- Structuring and Differentiation: Brand architecture provides a clear structure for managing and positioning sub-brands within a portfolio, enabling them to benefit from each other.
- Growth and Complexity Management: Effective brand architecture helps manage brand growth, ensuring clarity and avoiding confusion even with diverse product lines, services, and regions.
Brand architecture can be likened to a family, with a hierarchy: who is the parent, and who are the children? The children carry the DNA of their parents, and each child has a genetic character that is almost similar. Although each child has different aspirations and directions, they can connect to achieve common goals.
Brand architecture is an integrated process that emphasizes structural logic and relational principles in managing a portfolio owned by a parent brand. Brand architecture provides an opportunity for each sub-brand to define its own brand positioning clearly. In addition, they can mutually benefit each other, such as cross-selling.
Brand architecture strategy is intended to read the potential for growth of the brand portfolio and how to orchestrate the entire portfolio to build brand reputation. As the organization grows, brand architecture can become complex. You need to pay attention to a variety of product lines, services, identities, regions, and brand positioning, which can be a source of confusion if there is no effective and targeted brand architecture strategy.
Key Aspects
- Hierarchy and Shared Identity: Brands are likened to a family with a parent brand and sub-brands sharing a core DNA and values, while having their own distinct personalities and goals.
- Structuring and Differentiation: Brand architecture provides a clear structure for managing and positioning sub-brands within a portfolio, enabling them to benefit from each other.
- Growth and Complexity Management: Effective brand architecture helps manage brand growth, ensuring clarity and avoiding confusion even with diverse product lines, services, and regions.
