Understanding Brand Architecture

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.

 

[Dhruv Bindhani]

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.

This post from May 23, 2011, defines brand architecture and outlines the key considerations involved in its development, emphasizing its central role in a comprehensive brand strategy.

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Brand Architecture: Structuring Brands for Organizational Cohesion and Market Impact​

Brand architecture refers to the organizational structure of brands within a single entity. It defines how brands within a company's portfolio are related to and differentiated from each other. This structure dictates the various levels of branding within an organization, how corporate and sub-brands interact and support one another, and how sub-brands reflect or reinforce the core purpose of the corporate brand they belong to.

According to Rajagopal (cited in the text), brand architecture is an integrated process of brand building that establishes brand relationships among various branding options within a competitive environment. The existing brand architecture of an organization is largely a reflection of past management decisions and current competitive realities.

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Key Considerations in Brand Architecture:​

Developing effective brand architecture requires careful consideration of numerous factors:

• Audience Diversity: Understanding the different customer segments and their needs.
• Brand Elasticity: Assessing how far a brand can stretch into new product categories or markets without losing its core meaning.
• Product/Service Offerings: Analyzing the range and nature of products and services provided.
• Competitive Context: Understanding the competitive landscape and how other brands are positioned.
• Brand Equities: Evaluating the existing value and strength of individual brands within the portfolio.
• Geographic Needs: Considering the requirements and nuances of different geographic markets.
• Organizational Structures: Aligning brand architecture with the company's internal organizational setup.
• Ownership: Factors related to brand ownership and legal aspects.
• Sources of Growth: Identifying where future business growth is expected to come from.
• Purchase Criteria: Understanding what factors influence customer purchasing decisions.
• Brand Performance: Analyzing the current performance and health of each brand.
• Brand Role: Defining the specific role each brand plays within the overall portfolio (e.g., master brand, endorsed brand, standalone brand).
• Channels: Considering the various distribution and communication channels used.
• Company-Specific Issues: Addressing any unique internal or external challenges pertinent to the organization.

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Central Role in Brand Strategy:​

Brand architecture forms the foundation of an entire brand strategy. It aligns various brand elements, including:

• Brand personality traits
• Brand values and means
• Brand promise
• Brand story
• Visual and operational requirements

This alignment creates a unified structure. Since brands often play on emotions, brand architecture should identify the specific emotions around which a brand can be built.

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Importance for International Strategy:​

The central role of branding in establishing a firm's identity and market position globally necessitates a clear and consistent international branding strategy. A key element of success is framing harmonious and consistent brand architecture across different countries and product lines, defining the number of levels and brands at each level. Particular importance is placed on the relative emphasis between corporate brands and product-level brands, and the degree of integration across diverse markets.