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.

Quick facts

  • 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.

History and outlook