Brand Architecture is a system that organizes brands, products and services to help an audience access and relate to a brand. 

1. 1
BRAND
ARCHITECTURE

2. • Brand Architecture is a system that
organizes brands, products and
services to help an audience access
and relate to a brand.
• The interrelationship of the
parent company ,subsidiary
companies , products and
services should mirror the
company’s policy.
MONOLITHIC ENDORSED PLURALISTIC

3. WHAT IS A MASTER
BRAND?
A top-level corporate brand that
encapsulates other branded
products and services.

4. 4
BRAND
EXTENSION
A product or service launched by
a known brand name, where the
extension is in a different
category than the brand’s other
products or services.

5. TYPES OF BRAND
ARCHITECTURE

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MONOLITHIC
BRAND
ARCHITECTURE
• Characterized by a strong ,single master
brand.
• Customers make choices based on
brand loyalty.
• Features and benefits matter less to the
consumer than the brand promise and
persona.
• Brand extensions use the parent’s
identity.

7. 7
ENDORSED
BRAND
ARCHITECTUR
E
• Characterized by marketing synergy
between the product or division and
the parent.
• The product has a clearly defined
market presence and benefits from
the association , endorsement and
visibility of the parent.

8. 8
PLURALISTIC
BRAND
ARCHITECTURE
• Characterized by a series of well known
consumer brands.
• The name of the parent may be invisible
to the consumer, and only known to the
investment company.
• Many parent companies develop a
system for corporate endorsement that
is tertiary.

9. 9
BENEFITS OF BRAND
ARCHITECTURE
01 02 03
04 05
Clearly define
brand
positioning
and approach
Marketing
costs
Easy to add
new
products
Uplifting
brand equity
Market
segmentation

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