This is a presentation to study Brand Architecture

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2. Brand Architecture
Initial Discussion
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3. Brand
Strategy
Research
Strategy
Design
Assets
Touchpoints

4. What is Brand Architecture?
Brand Architecture is a system that organizes brands, products and services
to help an audience access and relate to a brand.
A successful Brand Architecture enables consumers to form opinions and
preferences for an entire family of brands by interacting or learning about
only one brand in that family.
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5. To understand this better…
Simply put, brand architecture is the relationship between brands within an
organization and how they interact with one another.
As organizations grow and appeal to different audiences through different
product lines or company acquisitions, brand architecture is the key
organizational system that makes sure each type of product or company is
intuitively linked with the right audience.
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6. Why Is Brand Architecture Important?
No matter how many products or services you offer, think about how your target
audience will recognize each of them.
Brand architecture helps you define what that relationship is and helps your brand
stay organized internally.
It’s a road map for brand identity, development and design, and increases flexibility
for product or service expansion in the future.
From a messaging and communications standpoint, an organized brand architecture
helps you reach your target market for each product or service that you offer.
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7. What are the types of brand architecture?
There are three main types of brand architecture models:
the branded house, the house of brands, and the endorsed brand.
Each option comes with its own advantages and disadvantages
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8. Foundation of your Brand Architecture
Meaningful Difference
• The targeted niche
market/position that you
want to occupy
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Brand Benefits
• What does the Brand do &
how does it make you feel
Brand Personality
• The Style & Attitude that the
Brand conveys
Brand Attributes
• History, Story, Identity,
Graphics, etc.

9. Brand Personality

10. The Brand Architecture Spectrum
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14. HOUSE OF BRANDS - ARCHITECTURE
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15. House of Brands
• A house of brands separates the master brand from brand extensions,
and detaches each extension.
• So, the master brand can have competing brands underneath them.
An example of a house of brands is Proctor and Gamble.
P&G has dozens of products underneath the parent brand. Each brand
extension is separate from one another – you don’t associate Vicks with
P&G or with Pantene. (Or maybe you do?) Each brand, including P&G, is
responsible for their own brand equity. That way, if Bounce had a brand
crisis, no other brands would be impacted.

16. House of Brands
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17. Euro
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18. ENDORSED BRANDS - ARCHITECTURE
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19. Endorsed Brand
• The endorsed brand model packages brands under a master brand.
• Each brand extension has its own identity, but is still associated with the
master brand.
• The master brand equity can be used, or each brand extension can
develop its own independent strategy.
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20. Endorsed Brand
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21. Euro
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22. BRANDED HOUSE - ARCHITECTURE
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23. Branded House
• The branded house offers a very logical path to brand extensions, as the master
brand is always present.
• Take FedEx, for example. Each brand offers a different (but complimentary)
service to the master FedEx brand. The credibility of the master brand is shared,
and each brand helps build equity for FedEx.
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29. MASTER BRAND WITH SUB BRANDS -
ARCHITECTURE
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30. Sub Brands
• Sub brands are related to a parent brand, and both support and benefit
from that parent. Sub brands tie back to the parent brand’s qualities,
values, and message, while also having their own unique qualities.
• Apple, for example, has multiple technological products. While these
products may not have Apple in their name, they are branded as Apple
and promote the parent brand. Apple is not a product itself, but each
sub brand takes advantage of Apple’s brand equity, and releases
different products to cater to many consumer segments.
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31. Sub Brand
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34. Euro

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