Brand architecture is the way in which a company’s brand is structured and organized. It includes the relationships between different brands within a company, as well as the overall strategy for how those brands are positioned in the market.
Defining a brand architecture for your business is important because it helps you create a cohesive and consistent brand experience for your customers. It also helps you clearly communicate the value of your products or services, and how they fit within your overall brand strategy.
There are a few different approaches you can take when defining a brand architecture for your business. Here are a few examples:
- House of brands: In this approach, each brand within the company is treated as a standalone entity, with its own unique positioning and branding. This approach is often used by companies with a diverse range of products or services that cater to different target audiences.
An example of a company using the house of brands approach is Procter & Gamble, which owns a range of popular consumer products brands such as Tide, Crest, and Pampers. Each of these brands is treated as a standalone entity, with its own unique positioning, branding, and marketing efforts.
- Brand portfolio: In this approach, the parent brand is positioned as an umbrella brand, with sub-brands positioned underneath it. This approach is often used by companies that want to create a sense of unity and cohesion among their different products or services.
An example of a company using the brand portfolio approach is The Coca-Cola Company, which owns a range of beverage brands such as Coca-Cola, Fanta, and Sprite. The Coca-Cola brand is positioned as the umbrella brand, with the other brands positioned underneath it. This creates a sense of unity and cohesion among the different brands, while still allowing them to maintain their own unique identities and target different audiences.
- Endorsed brands: In this approach, the parent brand is positioned as a trusted endorser of the sub-brands. This approach is often used by companies that want to leverage the trust and credibility of their parent brand to promote their sub-brands.
An example of a company using the endorsed brands approach is Amazon, which owns a range of sub-brands such as AmazonBasics, Amazon Elements, and Amazon Renewed. The Amazon brand is positioned as a trusted endorser of these sub-brands, which allows them to leverage the trust and credibility of the Amazon brand to promote their own products.
No matter which approach you choose, it’s important to be clear and consistent in your brand architecture. Make sure you have a clear strategy for how your different brands are positioned in the market, and be sure to communicate this strategy to your customers and stakeholders.
To define a brand architecture for your business, start by identifying your overall brand strategy and the value proposition of your products or services. Next, consider the different target audiences you are trying to reach and how your different brands fit within your overall brand strategy. Finally, choose an approach that aligns with your brand strategy and clearly communicates the value of your products or services to your target audience.
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