The Role of Brand Architecture in Brand Management
Table of Contents
- jaro education
- 1, August 2023
- 3:00 pm
The way a company organises and structures its brands and sub-brands to create a unified brand portfolio. It entails defining the relationship between various brand elements and determining the best way to manage them to support the company’s overall business objectives. Effective brand architecture is critical for brand management because it contributes to a clear, consistent, and differentiated brand portfolio. It also serves as a strategic foundation for brand decisions such as new product development and brand extensions. In this blog post, we will look at the role of brand architecture in brand management and how it can be used to support brand growth and business success.
Types of Brand Architecture
Corporate Branding
The corporate brand is the primary brand in this type of brand architecture, and all products and services are marketed under it.
Endorsed Branding
The corporate brand is used in this type of brand architecture to endorse and provide credibility to the products or services marketed under their brand names.
Product Branding
Each product or service is marketed under a separate brand name in this type of brand architecture, with little or no connection to the corporate brand.
Hybrid Branding
This brand architecture combines elements from the previous three types to create a more adaptable and flexible brand portfolio. It may consist of a combination of corporate, endorsed, and product branding strategies.
Benefits of Effective Brand Architecture
Clarity and Consistency
Brand architecture ensures that brands and sub-brands are organised and structured in a way that is consistent with the company’s overall strategy, vision, and values. This clarity and consistency across the brand portfolio contributes to developing a strong and recognisable brand image.
Differentiation
Effective brand architecture allows companies to differentiate their brand portfolio from competitors by creating unique and distinct brand identities. This differentiation will enable you to stand out in crowded markets and appeal to specific audiences.
Scalability and Flexibility
A well-designed brand architecture enables scalability and flexibility, allowing businesses to easily add new brands or sub-brands to their portfolio without disrupting existing ones. This adaptability enables businesses to enter new markets and pursue new business opportunities.
Strategic Framework for Brand Decisions
A well-defined brand architecture provides a strategic framework for brand decisions like new product development, brand extensions, and partnerships. This framework ensures that decisions are consistent with the overall brand strategy and goals.
Elements of Brand Architecture
Brand Portfolio
This refers to the entire portfolio of brands owned or managed by a company. A well-designed brand portfolio should include a variety of brands that cater to various customer segments or product categories.