The document discusses various types of brand architecture, including independent brands, master brands with parent-driven brands, multiple product-driven brands, and brand extensions. It emphasizes that successful small businesses typically benefit from building a strong single brand rather than multiple brands, as this aids in focus and brand management. Effective naming of products should align with the top-level brand's identity and promise.

1. August 5, 2015
FittingYourBusinessIntoABrand
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2. 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.
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3. Brand
Architecture
Multiple Product Driven Brands: Some businesses introduce each major
product as its own brand. The behemoth example is P&G, but smaller
businesses also build multiple brands. Think of the chef with three
individually names and branded restaurants as an example.
Brand Extensions: These brands piggyback on the recognition of an
established parent brand while carrying the brand into a new different
market segment. A few examples are Arm & Hammer Deodorant,
Starbucks Coffee Liqueur, and RainX Windshield Wiper Blades.
Most successful small businesses build a single, independent brand for a
good reason. Building, managing, protecting and consistently conveying
a brand takes time, money and tremendous dedication. Creating multiple
brands doubles or triples the branding work and often results in a lack of
focus on the primary brand that drives the company’s success.
Rather than create multiple brands, build a single, dominant brand that
presides over a number of product lines, events, fundraising campaigns,
or other entities. As you name each new offering, be sure that the name
you select complements the promise of your top-level brand. If it does
not, throw it out of the running and move on to other names that fit with
the identity and character of the brand under with call the products fit.
To learn more how OuterBrand can help build your small business brand
please contact raj@outerbrand.com or visit http://outerbrand.com/
http://outerbrand.com/