Brand architecture is the term used to describe the structure applied to the component parts of a brand identity across a range of products or services provided by a company or organisation. It is also used to describe the structure applied to a portfolio of individual brands owned by a single company.
The benefit of having a clearly defined brand architecture are:
- Organise and name individual products or services provided by a company or organisation to:
- Communicate differences or similarities of products or services to customers
- Define any hierarchy of products or services and explain the relationship between them
- Visually link any variations in names/colours/etc. to the core visual expression of the brand or, in the case of a portfolio of brands the method of linking them to the Master Brand
- Build brand equity and business value through increased levels of brand recognition and association.
There are four recognised types of brand architecture.
Master Brand (also referred to as Umbrella or Branded House)
This is a branding system where all products or services provided by a company or organisation are clearly and unambiguously linked to the company or organisation ‘Master Brand’.
Examples of Master Brand architecture:
Endorsed brands
This branding structure is used to visibly connect separate brands to a parent or Master Brand whilst still retaining their own individual brand identity and personality.
Example of Endorsed Brand architecture:
Product or House of Brands
This method of brand architecture is used for building and managing a portfolio of independent branded products or services aimed at a range of markets (audience classification) or sectors where the main parent brand is secondary to the product or service brand.
Example of Product or House of brands architecture:
Hybrid brands
A model that combines the possibilities of all brand architecture systems. Often utilised when a brand linked to a highly recognised product or service acquires other brands through mergers and acquisitions and where these new brands do not fit within the current brand structure.
Example of Product or House of brands architecture:
