Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. According to Rajagopal Brand architecture may be defined as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as the competitive realities it faces in the marketplace.
What are the points to be taken into consideration in brand architecture:-
Audience Diversity
Brand Elasticity
Product/Service Offerings
Competitive Context
Brand Equities
Geographic Needs
Organizational Structures
Ownership
Sources of Growth
Purchase Criteria
Brand Performance
Brand Role
Channels
Company Specific Issues
The key to your entire brand strategy is your brand architecture. Your brand architecture sets the foundation for all the other components of your brand, and aligns your brand personality traits, your means, your promise, your story, and your visual and operational requirements into a single unified structure. Brands play on our emotions, so your brand architecture should uncover the specific emotions around which you might build your brand.
The central role of branding in establishing the firm's identity and building its position in the global marketplace among customers, retailers and other market participants makes it increasingly imperative for firms to establish a clear-cut international branding strategy. A key element of success is the framing of harmonious and consistent brand architecture across countries and product lines, defining the number of levels and brands at each level. Of particular importance is the relative emphasis placed on corporate brands as opposed to product level brands and the degree of integration across markets.