Your brand's journey from chaos to clarity.
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.
Featured Project
Beesiness
Beesiness is a management consulting firm based in Hanover, Germany.
Beesiness is a management consulting firm based in Hanover, Germany.
In the heart of Germany, the beautiful city of Hanover, amidst the hum of commerce and the buzz of ambition, there exists a consultancy unlike any other. Where the teamwork spirit of bees meets the dynamic world of business – Welcome to Beesiness –
Beesiness' brand story begins with remarkable creatures known as bees. Bees are wonderful creatures. These tiny yet attractive insects are the epitome of teamwork. They demonstrate an unparalleled ability to organize, focus, and work harmoniously towards a common goal – qualities that form the foundation of Beesiness.
But Beesiness is more than just a name; it's a testament to the incredible qualities of bees – their organization, precision, and effective collaboration. It's a commitment to excellence that fuels our consultants, guiding us as we assist our clients in navigating the complexities of the business landscape.
In the brand architecture in Bessiness, we defined the Hybrid/Endorsed Brand Architecture, so that the Beesiness name and signature of the business is engraved in all parts of the departments and subsidiaries.
In Hybrid/Endorsed Brand Architecture, multiple brands are combined under a master brand with the fingerprint of the mother brand. Each sub-brand extension has its own identity, but is still associated with the master brand, Beesiness. Sub-brands borrow the master brand's reputation, while each sub-brand extension can develop its own independent strategy.
The corporate colors, black and yellow, serve as more than just a brand identity – they are a visual representation of our core values. Precision, diligence, and a vibrant spirit are woven into the fabric of Beesiness, guiding our clients towards success in their endeavors.
Beyond business strategy, we understand the importance of crafting a compelling image, message, and identity. That's why Beesiness offers expertise in honing the right image, message, and strategy for our clients, ensuring a lasting impact in their respective industries.
When you engage with Beesiness, you're not just a client – you become part of a thriving ecosystem. Let our bees guide you to the most effective solutions, creating a legacy of success and sweetness in every endeavor. At Beesiness, we're not just advisors; we're partners, collaborators, and architects of success, buzzing with passion for your flourishing business
Beesiness' brand story begins with remarkable creatures known as bees. Bees are wonderful creatures. These tiny yet attractive insects are the epitome of teamwork. They demonstrate an unparalleled ability to organize, focus, and work harmoniously towards a common goal – qualities that form the foundation of Beesiness.
But Beesiness is more than just a name; it's a testament to the incredible qualities of bees – their organization, precision, and effective collaboration. It's a commitment to excellence that fuels our consultants, guiding us as we assist our clients in navigating the complexities of the business landscape.
In the brand architecture in Bessiness, we defined the Hybrid/Endorsed Brand Architecture, so that the Beesiness name and signature of the business is engraved in all parts of the departments and subsidiaries.
In Hybrid/Endorsed Brand Architecture, multiple brands are combined under a master brand with the fingerprint of the mother brand. Each sub-brand extension has its own identity, but is still associated with the master brand, Beesiness. Sub-brands borrow the master brand's reputation, while each sub-brand extension can develop its own independent strategy.
The corporate colors, black and yellow, serve as more than just a brand identity – they are a visual representation of our core values. Precision, diligence, and a vibrant spirit are woven into the fabric of Beesiness, guiding our clients towards success in their endeavors.
Beyond business strategy, we understand the importance of crafting a compelling image, message, and identity. That's why Beesiness offers expertise in honing the right image, message, and strategy for our clients, ensuring a lasting impact in their respective industries.
When you engage with Beesiness, you're not just a client – you become part of a thriving ecosystem. Let our bees guide you to the most effective solutions, creating a legacy of success and sweetness in every endeavor. At Beesiness, we're not just advisors; we're partners, collaborators, and architects of success, buzzing with passion for your flourishing business
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 brand strategy in the branding process.
The cost of a brand architecture depends on the time involved in definition, design, preparation and follow-up. This can vary depending on several factors, including the scope of the brand architecture, number of companies/brands, size of the companies,
It is challenging to provide an exact cost without specific project details, but we can offer some general insights.
The cost of Brand Architects up to 3 brands/company starts at €15,000 in Mahyar Nazemi.
There is no strategic planning, research, analysis, or other comprehensive framework in this cost estimation
Brand architecture projects typically involve strategic planning, research, analysis, and the development of a comprehensive framework that aligns with the organization's goals and brand strategy. The level of complexity and customization required will influence the cost. Here are some key considerations that may affect pricing:
Size and Complexity of the Organization:
Larger organizations or those with multiple sub-brands, product lines, or business units tend to have more complex brand architecture needs. Managing and organizing a diverse portfolio of brands and sub-brands requires a more extensive brand architecture framework, which increases the cost.
Research and Analysis:
Brand architecture projects often involve conducting research, market analysis, and stakeholder interviews to gain insights into the organization's structure, target audience, competitive landscape, and market trends. The extent of research and analysis required can impact the overall cost.
Number of Branding Scenarios:
Brand architecture may involve exploring and developing various branding scenarios, such as assessing the pros and cons of different sub-branding strategies or evaluating the potential impact of brand hierarchy changes. The complexity and number of scenarios considered can influence the cost.
Level of Customization:
The level of customization needed for the brand architecture framework can impact the cost. Some organizations may require a tailored brand architecture solution to address specific challenges, while others may opt for a more standardized approach.
Additional Deliverables:
Depending on the organization's needs, the brand architecture project may include additional deliverables such as brand guidelines, brand positioning statements, or internal brand training materials. These additional deliverables can affect the overall cost.
The cost of a brand architecture depends on the time involved in definition, design, preparation and follow-up. This can vary depending on several factors, including the scope of the brand architecture, number of companies/brands, size of the companies,
It is challenging to provide an exact cost without specific project details, but we can offer some general insights.
The cost of Brand Architects up to 3 brands/company starts at €15,000 in Mahyar Nazemi.
There is no strategic planning, research, analysis, or other comprehensive framework in this cost estimation
Brand architecture projects typically involve strategic planning, research, analysis, and the development of a comprehensive framework that aligns with the organization's goals and brand strategy. The level of complexity and customization required will influence the cost. Here are some key considerations that may affect pricing:
Size and Complexity of the Organization:
Larger organizations or those with multiple sub-brands, product lines, or business units tend to have more complex brand architecture needs. Managing and organizing a diverse portfolio of brands and sub-brands requires a more extensive brand architecture framework, which increases the cost.
Research and Analysis:
Brand architecture projects often involve conducting research, market analysis, and stakeholder interviews to gain insights into the organization's structure, target audience, competitive landscape, and market trends. The extent of research and analysis required can impact the overall cost.
Number of Branding Scenarios:
Brand architecture may involve exploring and developing various branding scenarios, such as assessing the pros and cons of different sub-branding strategies or evaluating the potential impact of brand hierarchy changes. The complexity and number of scenarios considered can influence the cost.
Level of Customization:
The level of customization needed for the brand architecture framework can impact the cost. Some organizations may require a tailored brand architecture solution to address specific challenges, while others may opt for a more standardized approach.
Additional Deliverables:
Depending on the organization's needs, the brand architecture project may include additional deliverables such as brand guidelines, brand positioning statements, or internal brand training materials. These additional deliverables can affect the overall cost.
1. Information Form:
Please fill out the contact form below and provide us with a few keywords and let us know your specific requirements or preferences.
After seven to ten working days in Germany, your information will be processed. If your requirements align with our services, you will be invited to a 20-30 minute online initial meeting. This meeting/step is free for you and non-binding for us.
2. Initial Consultation (non-binding)
During a 20-30 minute online initial meeting, we will discover and clarify your brand. The initial consultation provides an opportunity for us to delve deeper into your brand's goals and vision. By understanding your brand's needs and challenges, we can provide personalized and effective suggestions for building or developing your brand.
3. A Brand Journey Proposal:
We analyze your brand's challenges and review possible opportunities. Based on your brand, market and customers' needs, we will provide an (initial) Brand Journey proposal as to how our brand solutions can grow your brand. This proposal includes an overview of brand prospects, a time line, and an estimate of costs.
If our proposal was of interest to you, or if you require more information or details, the next step is our Face-to-face/online Workshop.
4. Workshop, Better Together!:
The most innovative opportunities and perspectives are always discovered in face-to-face meetings when we are together. Your brand journey starts here. Our face-to-face decision-level meeting/online workshop. This collaborative process ensures that our brand solutions are tailored to meet your specific requirements and enableyou to grow your brand in the most effective way possible.
You will discover the full brand's long-term, mid-term, and short-term roadmap based on our branding process and also the Brand Secret Point during our brand workshop.
Please fill out the contact form below and provide us with a few keywords and let us know your specific requirements or preferences.
After seven to ten working days in Germany, your information will be processed. If your requirements align with our services, you will be invited to a 20-30 minute online initial meeting. This meeting/step is free for you and non-binding for us.
2. Initial Consultation (non-binding)
During a 20-30 minute online initial meeting, we will discover and clarify your brand. The initial consultation provides an opportunity for us to delve deeper into your brand's goals and vision. By understanding your brand's needs and challenges, we can provide personalized and effective suggestions for building or developing your brand.
3. A Brand Journey Proposal:
We analyze your brand's challenges and review possible opportunities. Based on your brand, market and customers' needs, we will provide an (initial) Brand Journey proposal as to how our brand solutions can grow your brand. This proposal includes an overview of brand prospects, a time line, and an estimate of costs.
If our proposal was of interest to you, or if you require more information or details, the next step is our Face-to-face/online Workshop.
4. Workshop, Better Together!:
The most innovative opportunities and perspectives are always discovered in face-to-face meetings when we are together. Your brand journey starts here. Our face-to-face decision-level meeting/online workshop. This collaborative process ensures that our brand solutions are tailored to meet your specific requirements and enableyou to grow your brand in the most effective way possible.
You will discover the full brand's long-term, mid-term, and short-term roadmap based on our branding process and also the Brand Secret Point during our brand workshop.