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

3 Considerations For Brand Architecture Design

By

3 Considerations For Brand Architecture Design

When companies introduce a new offering as part of their brand architecture, they need to consider the new offering’s relationship with the company’s other brands.

Read More
Brand Architecture

Brand Architecture And The Parent Brand Threat

By

AB InBev Brand Architecture Strategy

One of the great transformational experiences of my lifetime has been drinking beer in American bars.

Read More
Brand Architecture

Should Your Brand(s) Consolidate?

By

Should your brand(s) consolidate?

There’s an interesting polarization going on right now in terms of brand size.

Read More
Brand Architecture

Sound Brand Architecture Requires Killing The Weak

By

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.

Read More
Brand Architecture

Parent Brand Sub-Brand Relationships

By

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.

Read More