There is no 'one size fits all' brand architecture model, rather a wide range of choices. A well-defined architecture is particularly important when launching new offerings or acquiring new brands.

Definition

Brand architecture is the organizing structure of a brand portfolio. It explains relationships between brands – what they have in common, how they are different and how they support each other. It can be for a total corporation or an individual brand. It should be a blueprint for maximizing the value of your brand portfolio by providing clarity for consumers and your internal organization.

There are four basic brand architecture strategies: “house of brands" which consists of independent, standalone brands; "branded house" which uses a single master brand; "endorsed brands" which are independent but also endorsed by another brand; and "sub-brands" which are connected to the master brand and its associations.

Key Insights

1. Visual symbols and sonic branding are increasingly important tools to hold a brand’s architecture together