Brand architecture: Predict brand success

Robert Passikoff and Amy Shea
Brand Keys

Brand Keys’ Robert Passikoff and Amy Shea describe how the ideal brand architecture can be structured by using Leading Indicator Metrics for the brand and its category.

A traditional brand architecture is generally thought of as a way brands can be structured within an organisation to maximise sales and profitability. The traditional brand architecture usually provides a ‘blueprint’ that identifies how brands are differentiated from one another, how the corporate brand and sub-brands relate to and support one another, and how all of the brands support the core values and/or brand equity of the corporation.

In the textbook model, architectures for brands are generally built at one of two different levels. The ‘top floor’ type architecture is usually occupied by the parent, or corporate brand. In the second type, families or sub-brands, representing different product and service divisions of the corporation, occupy the ‘floors’ below. Following that blueprint, it won't surprise readers to discover that this generally results in one of two very different looking brand structures, neither of which is necessarily predictive of success.