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.
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. This is our reason for being. BSI readers know, we regularly answer questions from marketers. Today we hear from Andre, a Vice President of Marketing in Denver, Colorado who has this question about transitioning acquired brands.
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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.
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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.
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Brand architecture is the structure given to the brands which are owned by one organization or business.
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Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.
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