Fitting Your Name into Your Brand Architecture. Most brands fit into one of these architecture categories: Independent Brands: These stand-alone brands represent every offering and activity of the organizations they represent. Most small businesses create independent brands for the simple reason that they are easier to build, manage, and market. At the same time, many very large organizations also present all their offerings under a single brand. The Red Cross is a good example. Master-Brands with Parent Driven Brands: Parent driven brands are closely and very visibly tied to the name and credibility of the top level master brand. For example, a nonprofit organization that host a a well known annual fundraiser probably treat the yearly event as a parent-driven brand of the organization. On a larger sale, GE is a master brand with an array of parent-drive brands including GE Energy, GE Aviation, and GE Profile, all connected to the parent brand by the brand name GE. Apple is a master brand that connects the brands for iTunes, iPod, iPhone, and iPad to the master brand through consistent use of the Apple logo.