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.

Key Insights

1. Brand architecture best practices are evolving

The digital revolution is impacting how firms build and manage their brand architecture. There is a shift from traditional architecture models built on image to new models built on data/intelligence – AirBnB and Netflix are the most commonly cited examples. These new models are more fluid, flexible and adaptable. The reality is that with limited time and shorter attention spans, consumers care less about brands than about solving the challenges they face in their day to day lives. Ecosystem brands are set up to help achieve this. There is also a desire by many companies to support fewer, stronger brands. The effectiveness and efficiency of elastic mega-brands is highly appealing, especially in today’s constrained budget environment. The challenge, however, is to not spread oneself too thin and to truly deliver on the brand promise in each and every category.