Your brand's journey from chaos to clarity.
Brand Architecture
Brand Architecture is an integrated structure that organizes brands, products or services to help an audience access and relate to a company, brand, products, or services.
In simple terms, Brand Architecture shows how the brands, main/master brand, sub-brands and other offerings of the company such as products, and services are organized and how they relate to each other.
· How can you create new value for your brand?
· How can you maximize the value of your brand?
In simple terms, Brand Architecture shows how the brands, main/master brand, sub-brands and other offerings of the company such as products, and services are organized and how they relate to each other.
· How can you create new value for your brand?
· How can you maximize the value of your brand?
The Branded House
Also called 'monolithic brand architecture' or 'corporate branding,' this type of brand architecture will have a dominant master brand, which is often – but not always - the parent company. The brand identity of the parent company – including its logo, tone, color, message, and visual language - will be applied throughout all of its sub-brands, creating the perception of a powerhouse organization with multiple capabilities.
The branded house offers a very logical path to brand extensions, as the master brand is always present.
Branded houses examples:
Google is an excellent example of a 'master brand' that hosts a variety of sub-brands such as Google Adwords, Google Docs, Google Analytics, Google Maps, or the Google search engine.
Also called 'monolithic brand architecture' or 'corporate branding,' this type of brand architecture will have a dominant master brand, which is often – but not always - the parent company. The brand identity of the parent company – including its logo, tone, color, message, and visual language - will be applied throughout all of its sub-brands, creating the perception of a powerhouse organization with multiple capabilities.
The branded house offers a very logical path to brand extensions, as the master brand is always present.
Branded houses examples:
Google is an excellent example of a 'master brand' that hosts a variety of sub-brands such as Google Adwords, Google Docs, Google Analytics, Google Maps, or the Google search engine.
Challenge
Expansions, incubation, mergers and other such strategies, although positive for the company in the long run, create a lot of clutter and confusion in the minds of customers. This is because they do not know what belongs to the company and what does not.
This confusion of whether the product belongs to the brand they follow or not, the target audience is less willing to buy, resulting in many sub-brands going unnoticed.
From inside, marketing department employees, and other employees are not able to sense and discern this confusion because they are accustomed to how things work within the company.
The only way to sense and resolve confusion is to gain a clear view outside the walls. You need to plan a brand outlook that identifies different subsections of the brand and connects it with its main brand and other sister brands. This is brand architecture.
This confusion of whether the product belongs to the brand they follow or not, the target audience is less willing to buy, resulting in many sub-brands going unnoticed.
From inside, marketing department employees, and other employees are not able to sense and discern this confusion because they are accustomed to how things work within the company.
The only way to sense and resolve confusion is to gain a clear view outside the walls. You need to plan a brand outlook that identifies different subsections of the brand and connects it with its main brand and other sister brands. This is brand architecture.
Solution
Brand architecture follows a rigorous set of standards and guidelines that ensure consistent expression in the marketplace. This includes, but is not limited to, the visual and verbal identity of brands, as well as the naming and messaging system for product and service offerings. Building a clear brand architecture makes it easy for the target audience to view it quickly, understand it immediately, and know which offer works best for them.
Effective brand architecture includes an integrated system of names, symbols, colors, and other visual and verbal identity that is recognizable and distinguishable for the audience.
There are four main types of brand architecture:
1. House of Brands
2. Endorsed Brands (Hybrid)
3. Sub-brands
4. Branded House
The main difference between each type of brand architecture is the dominance, relationship and emphasis of the parent or umbrella brand over other brands.
Effective brand architecture includes an integrated system of names, symbols, colors, and other visual and verbal identity that is recognizable and distinguishable for the audience.
There are four main types of brand architecture:
1. House of Brands
2. Endorsed Brands (Hybrid)
3. Sub-brands
4. Branded House
The main difference between each type of brand architecture is the dominance, relationship and emphasis of the parent or umbrella brand over other brands.
The House of Brands
The House of Brands is also a type of brand architecture where a master brand houses a variety of sub-brands. Consequently, the master brand can have competing brands underneath it.
However, with a house of brands, the sub-brands each hold their own unique branding identity with differing names, logos, colors, messages, visual identities and languages.
House of brands examples:
LVMH is one of the most renowned house of brands. It owns 70 distinguished brands such as Tiffany & Co., Louis Vuitton, Dior, Fendi, Sephora, Givenchy, and Celine, to name a few.
Another example of a house of brands is Procter & Gamble. P&G has dozens of products under its own brand. Each brand extension is separate from one another – you don't associate Vicks with P&G or with Pantene. (Or maybe you do?) Each brand, including P&G, is responsible for its own brand equity. That way, if Bounce had a brand crisis, no other brands would be impacted.
The House of Brands is also a type of brand architecture where a master brand houses a variety of sub-brands. Consequently, the master brand can have competing brands underneath it.
However, with a house of brands, the sub-brands each hold their own unique branding identity with differing names, logos, colors, messages, visual identities and languages.
House of brands examples:
LVMH is one of the most renowned house of brands. It owns 70 distinguished brands such as Tiffany & Co., Louis Vuitton, Dior, Fendi, Sephora, Givenchy, and Celine, to name a few.
Another example of a house of brands is Procter & Gamble. P&G has dozens of products under its own brand. Each brand extension is separate from one another – you don't associate Vicks with P&G or with Pantene. (Or maybe you do?) Each brand, including P&G, is responsible for its own brand equity. That way, if Bounce had a brand crisis, no other brands would be impacted.
The Endorsed Brands
Also called 'Hybrid Brand Architecture,' it combines brands under a master brand. Each brand extension has its own identity, but is still associated with the master brand. Master brand equity can be utilized, or each brand extension can develop its own independent strategy. Hybrid brand architecture is a mix of different types of brands. Some sub-brands may be associated with the master brand, but others may not.
Endorsed brand architecture examples:
The Marriot Group has some associated brands, such as JW Marriot, Marriot Hotels & Resorts, and Residence Inn Marriot, while also owning individual brands such as Sheraton and Westin Hotels & Resorts.
Marriott is an example of a hybrid brand, which utilizes more than one model of brand architecture. While the majority of its brands are explicitly endorsed by Marriott, brands like Sheraton live under the parent in a 'House of Brands' category.
Also called 'Hybrid Brand Architecture,' it combines brands under a master brand. Each brand extension has its own identity, but is still associated with the master brand. Master brand equity can be utilized, or each brand extension can develop its own independent strategy. Hybrid brand architecture is a mix of different types of brands. Some sub-brands may be associated with the master brand, but others may not.
Endorsed brand architecture examples:
The Marriot Group has some associated brands, such as JW Marriot, Marriot Hotels & Resorts, and Residence Inn Marriot, while also owning individual brands such as Sheraton and Westin Hotels & Resorts.
Marriott is an example of a hybrid brand, which utilizes more than one model of brand architecture. While the majority of its brands are explicitly endorsed by Marriott, brands like Sheraton live under the parent in a 'House of Brands' category.
The Sub brands
Sub brands are related to a parent/main brand, and both support and benefit from that parent/main. Sub brands tie back to the parent brand's qualities, values, image and message, while also having their own unique qualities.
Sub brands architecture examples:
Apple has multiple technological products. While these products may not have Apple in their name, they are branded as Apple and promote the parent brand. Apple is not a product itself, but each sub brand takes advantage of Apple's brand equity, and releases different products to cater to many consumer segments.
Sub brands are related to a parent/main brand, and both support and benefit from that parent/main. Sub brands tie back to the parent brand's qualities, values, image and message, while also having their own unique qualities.
Sub brands architecture examples:
Apple has multiple technological products. While these products may not have Apple in their name, they are branded as Apple and promote the parent brand. Apple is not a product itself, but each sub brand takes advantage of Apple's brand equity, and releases different products to cater to many consumer segments.
The Branded House
Also called 'monolithic brand architecture' or 'corporate branding,' this type of brand architecture will have a dominant master brand, which is often – but not always - the parent company. The brand identity of the parent company – including its logo, tone, color, message, and visual language - will be applied throughout all of its sub-brands, creating the perception of a powerhouse organization with multiple capabilities.
The branded house offers a very logical path to brand extensions, as the master brand is always present.
Branded houses examples:
Google is an excellent example of a 'master brand' that hosts a variety of sub-brands such as Google Adwords, Google Docs, Google Analytics, Google Maps, or the Google search engine.
Also called 'monolithic brand architecture' or 'corporate branding,' this type of brand architecture will have a dominant master brand, which is often – but not always - the parent company. The brand identity of the parent company – including its logo, tone, color, message, and visual language - will be applied throughout all of its sub-brands, creating the perception of a powerhouse organization with multiple capabilities.
The branded house offers a very logical path to brand extensions, as the master brand is always present.
Branded houses examples:
Google is an excellent example of a 'master brand' that hosts a variety of sub-brands such as Google Adwords, Google Docs, Google Analytics, Google Maps, or the Google search engine.
Case Study
Holtmann
Holtmann Group (Holtmann GmbH & Co. KG, Mesomondo GmbH and Expomondo GmbH) has been an integrated service provider for trade shows and events since 1950, headquartered in Langenhagen, Germany.
Holtmann is one of the leading trade fair and event service providers in Germany and the world.
Holtmann was able to shape the exhibition construction landscape internationally, and worked on various global projects in Berlin, Cologne, Frankfurt, Nuremberg, Hanover, Milan, Paris, Moscow, London, Shanghai and Dubai.
Holtmann Group (Holtmann GmbH & Co. KG) also owns several companies, including Holtmann GmbH, Mesomondo GmbH, Expomondo GmbH and etc. In 2018, while rebranding Holtmann, one of the main challenges was organizing and introducing other companies (under different names and characters) into a cohesive group and message. My suggestion as a brand consultant was a hybrid brand architecture. Finally, the architecture of the Holtmann brand was designed as a hybrid with a focus on the Holtmann name and its founding year. Read more...
Holtmann Group (Holtmann GmbH & Co. KG, Mesomondo GmbH and Expomondo GmbH) has been an integrated service provider for trade shows and events since 1950, headquartered in Langenhagen, Germany.
Holtmann is one of the leading trade fair and event service providers in Germany and the world.
Holtmann was able to shape the exhibition construction landscape internationally, and worked on various global projects in Berlin, Cologne, Frankfurt, Nuremberg, Hanover, Milan, Paris, Moscow, London, Shanghai and Dubai.
Holtmann Group (Holtmann GmbH & Co. KG) also owns several companies, including Holtmann GmbH, Mesomondo GmbH, Expomondo GmbH and etc. In 2018, while rebranding Holtmann, one of the main challenges was organizing and introducing other companies (under different names and characters) into a cohesive group and message. My suggestion as a brand consultant was a hybrid brand architecture. Finally, the architecture of the Holtmann brand was designed as a hybrid with a focus on the Holtmann name and its founding year. Read more...
FAQ
Here is an overview of the most frequently asked questions about brand architecture.
Brand architecture is an integrated system that organizes a company's portfolio of brands, sub-brands, products, and services in order to define and identify their positioning, differentiation, and relationship with one another.
No matter how many brands, products or services you have, think about how your target audience will recognize and communicate with each of them. Brand architecture helps you define that relationship and ensures that your brand remains organized internally and externally. Therefore, the brand architecture should be reviewed regularly.
Brand architecture isn't just for multinational corporations. Even small businesses can enjoy measurable performance improvements by better organizing their brand, products or services. Regardless of your company's size, effective brand architecture can enable you to:
· Integrated style and culture
· Enhance customer awareness
· Significantly reduce marketing costs
· More facilitate stakeholder confidence
· Build and protect brand equity and loyalty
· Targeting of specific customer or market segments
· Easier access to your companies, products or services
· Clarity of positioning, image and messaging in the marketplace
· Ensure clarity and synergy between divisions, products, and services
· Integrated style and culture
· Enhance customer awareness
· Significantly reduce marketing costs
· More facilitate stakeholder confidence
· Build and protect brand equity and loyalty
· Targeting of specific customer or market segments
· Easier access to your companies, products or services
· Clarity of positioning, image and messaging in the marketplace
· Ensure clarity and synergy between divisions, products, and services
Because every brand has diverse needs, depending on the brand strategy, number of brands, companies, products and services, and type of brand architecture, the brand architecture process can take 4 to 8 weeks to complete. The time is measured without considering the corporate design and brand strategy processes for any brand.
There is no one-size-fits-all branding process. The cost of a brand architecture depends on the time involved in definition, design, preparation and follow-up, which can vary depending on the project scope.
1. Please fill out the contact form below.
You can provide us with a few keywords that describe the brand topics you need support with.
2. Free initial consultation
During a 20 minute call or video conference, we will first discuss and clarify your brand's goals values, and vision. This will enable us to better understand your brand and your brand needs.
3. Brand proposal
We review and analyze the challenges, opportunities, and solutions of your brand. Based on your brand needs, we will provide a detailed proposal as to how our branding process can assist your brand. This proposal includes an initial brand scope, a time line, and an estimate of costs.
4. Kick-off
After approval, the next step is a face-to-face decision-level meeting, or a brand workshop if you prefer. You will discover your brand's long-term, mid-term, and short-term roadmap during a brand workshop.
You can provide us with a few keywords that describe the brand topics you need support with.
2. Free initial consultation
During a 20 minute call or video conference, we will first discuss and clarify your brand's goals values, and vision. This will enable us to better understand your brand and your brand needs.
3. Brand proposal
We review and analyze the challenges, opportunities, and solutions of your brand. Based on your brand needs, we will provide a detailed proposal as to how our branding process can assist your brand. This proposal includes an initial brand scope, a time line, and an estimate of costs.
4. Kick-off
After approval, the next step is a face-to-face decision-level meeting, or a brand workshop if you prefer. You will discover your brand's long-term, mid-term, and short-term roadmap during a brand workshop.
Let's talk about your brand
How can a brand architecture help you build a better brand?
We invite you to attend our Brand Workshop in order to achieve better results. The goal is to gain a better understanding of you, your brand, and your brand vision. This will enable us to provide you with the most effective brand strategy, brand design, and brand growth.
We invite you to attend our Brand Workshop in order to achieve better results. The goal is to gain a better understanding of you, your brand, and your brand vision. This will enable us to provide you with the most effective brand strategy, brand design, and brand growth.
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