avatar_48x48
Contact BSI
Derrick Daye
888.706.5489 Email us

Brand Architecture

By definition 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

Key Considerations For Brand Architecture Strategy

By

Key Considerations For Brand Architecture Strategy

Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers. Today we hear from Robert, a Chief Marketing Officer in Dallas, Texas who has this question about brand architecture strategy.

Read More
Brand Architecture

How Contradictory Brands Impact Brand Portfolios

By

How Contradictory Brands Impact Brand Portfolios

There are practically no single-brand companies anymore, and very few stand-alone brands.

Read More
Brand Architecture

Brand Architecture’s Critical Role In B2B

By

Brand Architecture's Critical Role In B2B

Millad NX8000 is not exactly the kind of brand name that rolls off the tongue, nor does it have the easy brand recognition of a Nike Air, Apple iPad, or Diet Coke.

Read More
Brand Architecture

The Brand Architecture No One Talks About

By

The Brand Architecture No-One Talks About

Brand architecture is the structure given to the brands which are owned by one organization or business.

Read More
Brand Architecture

Brand Architecture: Association Branding

By

Brand Architecture: Association Branding

With association branding, the new product is less strongly connected to the parent brand than is true for extension branding.

Read More