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Brand Architecture

Brand architecture is the organisation of structure that lies behind a brand. Brand architecture includes the way brands in a company portfolio relate or differentiate. Architecture reveals how structures interact, for instance how the parent brand works in synergy with the sub brands and how they support or subtract from one another. It also defines how sub-brands strengthen strategic objectives of the parent brand.

It is extremely difficult to manage the value of a brand without this clear and concise brand architecture strategy. newfocus can offer help in the development and implementation of a structured brand architecture strategy that can provide a map to the future for the brand, and clarify where a brand can go, and how it will get there.

Brand architecture is described as fitting along a spectrum. At one end of the spectrum is the “branded house”.

A branded house strategy uses a single master brand to span a series of offerings that may operate with descriptive sub-brands. Boeing and Intel are two prominent proponents of this type of strategy.

At the other end of the spectrum is the “house of brands”. A house of brands strategy contains a group of stand-alone brands, each operating independently of each other. General Motors and Procter & Gamble are two prominent users of this type of strategy.

When structuring brand architecture, there are some question themes that can be asked to help address the branding review and plan:

  • What is the level of brand equity in the brand? (the value created by establishing customers’ preference for a brand)
  • What are the steps to changing a brand identity or name?
  • What form of communication is needed about brand changes?
  • What is the ideal timeframe for brand change implementation?
  • What are the key milestones for brand change implementation?

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