Warc Briefing: Brand Architecture
Definition: Brand architecture is the organizing structure or principle used by brand owners to clarify roles and relationships within a portfolio of brands.
- In the 1990s, Unilever found that 25% of its brands generated 90% of its revenues, prompting a massive portfolio cull.
- When Kraft bought Cadbury, the two companies used different models of brand architecture: Kraft was a House of Brands and Cadbury an endorser or parent brand.
- Four of Intebrand's top five global brand owners in 2011 (Coca Cola, IBM, Microsoft, GE) used a branded house architecture.