Brand architecture refers to the hierarchy of brands within a single company. It is the interrelationship of the parent company, subsidiary companies, products, services and should reflect the marketing strategy to help bring consistency in the company’s activities.
There are numerous brand architecture scenarios. However, there is no universal agreement on brand architectural terms.
1. Monolithic brand architecture
It is characterized by a strong, single master brand. Customers make choices based on brand loyalty. Features and benefits matter less to the consumer than the brand promise and persona. Example: Google + Google Maps + Google Drive
2. Endorsed brand architecture
It is characterized by marketing synergy between the product and the parent. The product or division has a clearly defined market presence, and benefits from the association, endorsement, and visibility of the parent. Example: Apple + iPhone
3. Pluralistic brand architecture
It is characterized by a series of well-known consumer brands. The name of the parent may be either invisible or inconsequential to the consumer, and known only to the investment community. Example: Dove, Vaseline, Lipton (Unilever)
The need for brand architecture is not limited to a certain kind of companies or brands. Any company, in its pursuits of advancement, needs to determine which brand architecture to incorporate in order to support future growth. You can consult with a trustworthy and experienced branding agency on this matter. Call Milestone Integrated Marketing Solutions now and we can help design a strategic approach to structure your brands and products to achieve your objectives!