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Brand Architecture

Brand architecture is the logical, strategic and relational structure for your brands or put another way, it is the entity’s “family tree” of brands, sub-brands and named products. Two shorthand terms are often used to describe how an organization manages its brand architecture: 1. “Branded house” implies that most or all products and services provided by that organization primarily bear the organization’s brand name. FedEx, Google, Coca-Cola and Virgin for example. 2. “House of brands” implies that the organization’s products and services bear a wide variety of brand names as opposed to the organization’s brand name. The Kraft Heinz Company, General Motors, Pepsico and Procter & Gamble for example.

Brand Architecture

Sound Brand Architecture Requires Killing The Weak

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Sound Brand Architecture Requires Killing The Weak

A few months back, when Marriott International was given government approval to acquire Starwood Hotels and Resorts Worldwide, there was no question that this was the biggest deal in the history of the modern hotel business.

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Brand Architecture

Parent Brand Sub-Brand Relationships

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Brand Architecture - Parent Brand Sub-Brand Relationships

Parents and children have special relationships, be they people or brands. From a brand architecture perspective parent brands are usually known as the “corporate brand” or even technically speaking the “holding company.” It is the originator and owner of what usually becomes the “family of brands,” with each family member dedicated to reaching and fulfilling a specific opportunity or need in the marketplace.

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Brand Architecture

What Brands Gain From Sound Brand Architecture

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What Brands Gain From Sound Brand Architecture

Today a brief brand architecture story to share. Back in the early 90s, not long after Nestlé had acquired the Carnation company it decided to start using the Nestlé brand as an endorsement on most of its products.

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Brand Architecture

The Strategy And Death Of The Scion Brand

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The Strategy And Death Of The Scion Brand

Scion, offshoot of Toyota and heir to the fortune, is dead. Sometimes criticized for its ugly appearance: “A car which can easily be mistaken for an abandoned fridge when parked,” it tried hard to be one of the cool kids. But, in the end, it didn’t make enough young friends, it cost its parents too much money, so they killed it.

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Brand Architecture

Brand Architecture For Mergers And Acquisitions

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Brand Architecture For Mergers And Acquisitions

Despite its continuing popularity, mergers and acquisition (M&A) has a terrible track record. Reviews find that the chance of an acquisition increasing shareholder value is no better than a flip of the coin.

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