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    Brand Structure and Architecture

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    Tuhina Priya
    The document discusses brand architecture, which is the structure of brands within a company and how they relate to each other. It defines key components of brand architecture like the master brand, sub-brands, and brand extensions. It also outlines different types of brand architecture structures companies can use, such as branded house, house of brands, endorsed architecture, and hybrid architecture. Maintaining a clear brand architecture is important for companies to stay organized internally, manage customer perceptions, and create synergies among brands.

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    Brand Structure and Architecture

    Uploaded by

    Tuhina Priya
    57 views3 pages
    The document discusses brand architecture, which is the structure of brands within a company and how they relate to each other. It defines key components of brand architecture like the master brand, sub-brands, and brand extensions. It also outlines different types of brand architecture structures companies can use, such as branded house, house of brands, endorsed architecture, and hybrid architecture. Maintaining a clear brand architecture is important for companies to stay organized internally, manage customer perceptions, and create synergies among brands.

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    Brand structure and architecture

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    The document discusses brand architecture, which is the structure of brands within a company and how they relate to each other. It defines key components of brand architecture like the master brand, sub-brands, and brand extensions. It also outlines different types of brand architecture structures companies can use, such as branded house, house of brands, endorsed architecture, and hybrid architecture. Maintaining a clear brand architecture is important for companies to stay organized internally, manage customer perceptions, and create synergies among brands.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    57 views3 pages

    Brand Structure and Architecture

    Uploaded by

    Tuhina Priya
    The document discusses brand architecture, which is the structure of brands within a company and how they relate to each other. It defines key components of brand architecture like the master brand, sub-brands, and brand extensions. It also outlines different types of brand architecture structures companies can use, such as branded house, house of brands, endorsed architecture, and hybrid architecture. Maintaining a clear brand architecture is important for companies to stay organized internally, manage customer perceptions, and create synergies among brands.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    Brand structure and Brand architecture

    In the field of brand management, brand architecture is the structure of brands within an organizational
    entity. It is the way brands within a company's portfolio are related to, and differentiated from, one
    another. The brand architecture should define the different leagues of branding within the organization;
    how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect
    or reinforce the core purpose of the corporate brand they belong to. Often, decisions about brand
    architecture are concerned with how to manage a parent brand and a family of sub-brands

    Brand architecture is just like the family tree. You specify the master brand (the grandparent) and move
    downwards by drawing its relations with other brands and their interpersonal relations as well. Everyone
    on that tree is related, but everyone is still unique.

    Components Of Brand Architecture

    Brand architecture includes a master brand, brand extensions and sub-brands (and even sub-sub-brands).
    Here’s a brief explanation of what these brand architecture components are:

    1. Master Brand – it’s the top-level corporate brand, also called the parent brand, which
    encapsulates all the offerings of the company. Usually, the parent company’s brand name forms
    the master brand.
    2. Sub-brand – a sub-brand is a product or service brand which is affiliated with the parent brand but
    has its own brand name and identity.
    3. Brand extension – brand extension refers to the process of using an established brand name on
    new products to increase sales.

    Importance Of Brand Architecture

    Brand architecture is how the brands within an organisation are related and how they interact with each
    other. It is created by keeping the target market’s perspective in mind.
    Brands need to create a brand architecture as it helps them to –

     Stay organised internally – looking at the brand with the eyes of the customers helps to find out
    the loopholes in organisation structure and the communication strategies and helps the brand to
    stay organized internally.
     Manage perception – Developing brand architecture makes it easier to manage the outside
    perception about the brand, its offerings, and their relations with each other.
     Create Synergy – Having an organised brand architecture creates a synergy among the child
    brands and the parent brand and help the organisation deliver against a larger brand promise.

    1
    Brand Architecture Types

    Architecture is an important brand strategy tool which studies and defines the relationship of the parent
    brand and its child brands. Here are the different types of brand architecture which exists in the market
    today.

    Branded House

    Branded house, also known as monolithic brand architecture, is the most common type of brand extension
    where the master brand is always present and its name is linked to and leveraged by the extensions.

    In simple terms, the company itself is a brand and all the products and services are its extensions or
    subsets. E.g. Google . It has Google adwords, Gmail, Google Play, GoogleMaps etc.

    House Of Brands

    P&G house of brands

    The house of brands strategy, also called pluralistic brand architecture strategy, uses a different approach
    than the branded house. In this brand architecture strategy, the parent brand owns and manages many sub-
    brands who in-turn have their own unique brand identity.

    In simple terms, the company markets a range of separate brand names which have their own separate
    identities in the market.

    These sub-brands may or may not operate in the same industry, but they do have an identity and
    positioning which is substantially different from other sub-brands and/or maybe the parent brand.

    An example of the house of brands strategy is P&G which is the parent brand behind Tide, Duracell,
    Pampers, Pringles, etc.

    Endorsed Architecture

    An endorsed architecture includes individual and distinct brands which are linked together by an
    endorsing parent brand.

    In simple terms, the offerings have their own brand identity and market presence but the emphasis is
    given on the parent corporate brand which lends its positioning to the sub-brand. You’ll often find the
    suffix ‘brought to you by’ or just ‘by’ in an endorsed architecture strategy. Many times, the brand’s are
    prefixed by the corporate brand as well.

    2
    Such a strategy, however, makes it hard for the sub-brands to pave their own unique position in the
    market. A good example of an endorsed brand architecture strategy is the Marvel Universe. Movies like
    Iron Man, Spider-Man, and Ant-Man, etc. even though have their own identity and market presence in the
    market, they got more traction just because they were associated with the Marvel Universe.

    Another example of such a strategy is Marriot. The sub-brands like Fairfield, TownePlace and Moxy
    enjoys a good image in the market just because they are endorsed by Marriot.

    Hybrid Architecture

    Hybrid brand architecture is a mixture of two or more types of brand architectures.

    A perfect example of a corporate brand using a hybrid architecture is Microsoft. The company uses a
    branded house strategy for its Windows and Office offerings and has a totally different house of brand –
    Xbox when it comes to gaming and gaming consoles.

    Links that I like

    https://www.feedough.com/brand-architecture/

    https://elementthree.com/blog/why-brand-architecture-matters-and-what-you-can-do-about-it/

    https://www.inc.com/jeff-pruitt/how-to-brand-multiple-products-without-confusing-customers.html

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