Branding: What is Brand Architecture?

What is Brand Architecture?

An architect builds but does not do it from a functional sense as an engineer can. One of its objectives is to ensure that the constructions are in tune with its aesthetic sense, that of its client, the historical context and the place where it is located.

For example, it would be inconsistent to build a 20-story tower in a place surrounded by one- or two-story houses. It is true that this happens often, although not without generating conflicts in the area, so in the long term it is not a convenient strategy for a construction company.

But what does all this have to do with Marketing?  As your business grows, you are likely to expand your horizons and develop new products or services. Depending on your objectives, resources and characteristics of your products, there are different alternatives to build solidly the best Brand Building strategy.

This is where the brand architecture comes into play, which involves the set of strategies and tactics carried out by a company to build and organize the portfolio of its brands. With what objective? Optimize your performance and maximize the benefit obtained by them.

What are the benefits of brand architecture?

It allows a company to organize different brand building strategies for each of its brands.

Clearly identify the relationships and hierarchies between the different brands of the same company.

Optimize the costs of managing a portfolio.

It warns possible conceptual conflicts between brands.

Discover opportunities for new products.

What are the main models of brand architecture that exist?

There are basically 4 models of brand architecture. As we have said before, your choice will depend fundamentally on your strategic objectives, the resources you have to carry it out and the characteristics of your products.

Monolithic model

It uses a single brand both at the corporate level and for all the products that the company develops. This alternative is used by companies that have been very successful with their first product and decide to leverage one hundred percent in the positive image of the Brand Building when extending their line.

An example is the British company Virgin, which offers the most diverse products and services globally, but always using its corporate brand in each of them.

Model of Independent Marks

Bet on developing a strong brand for each of the company's products. Using a strategy of this type can be effective when your goal is to offer goods in the same market but aimed at different segments.

For example, the international group Mondelez, former Kraft Food, sells a large number of products through its various brands, independent of each other, such as: Milka, Cadbury, Royal and Oreo, among others. Did you know?

Model of Support between Brands

It allows, on the one hand, that the new products enjoy certain strategic autonomy when it comes to defining each of the points of their Branding strategy, but also that they take advantage of the good image of the company's flagship brand.

A clear example is Making Sense, a technology company specializing in the development, implementation and maintenance of software and web applications that create Doppler Email Marketing and Lander App. In this case, the company functions as an umbrella for both products.

Posted on June 01, 2018 at 01:07 PM