Brand Architecture
Definition
Brand Architecture refers to the organizational structure and hierarchy of brands within a company's portfolio. It defines the relationships between the parent brand (the "masterbrand") and any sub-brands, product brands, or endorsed brands. There are several common brand architecture models: the "Branded House" model (where all products and services are marketed under a single master brand, e.g., Apple), the "House of Brands" model (where each product or service has its own distinct brand, e.g., Procter & Gamble), and various hybrid models in between.
Contextual Usage
The Chief Marketing Officer presents the brand architecture review: "As we've grown through acquisitions, our brand architecture has become very complex and confusing. We now have 14 different brands in our portfolio, and customers don't understand how they relate to each other. I'm recommending that we move to a Branded House architecture — consolidating all our products under the master brand and retiring the individual sub-brand names. This will simplify our marketing and increase the equity of the master brand."
About this section
Brand and marketing strategy is the intellectual and creative foundation upon which all marketing activity is built. A strong brand strategy defines who the brand is, what it stands for, who it speaks...
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