From chaos to clarity.
Brand Architecture
Brand Architecture is a harmonized structure that organizes brands, products or services to help an audience access and relate to a company, brand, products, and/or services.
Challenge
If you're unaware of the practical benefits of brand architecture, you're not alone.
We find that many business owners at any size have a limited understanding of this important strategic device and the challenges it can address.

Your customers aren't aware of or don't fully understand your full list of your brands, products and/or services

You have one or more company, brand, product or service that vastly out-performs the others and you want to transfer some of its brand equity

You have one or more company, brand product or service that vastly under-performs your other offerings and you want to improve its visibility and/or reputation

You've recently acquired or plan to acquire a new company or brand and want to ensure you get the most out of integrating its products/services

You're launching a new product/service line and need to integrate it with your existing offerings

You're preparing for a liquidation event or brand incubation and want to ensure you've maximized your company's brand equity

The list of practical benefits doesn't end there. A common misconception is that brand architecture is only for large, complex organizations. But even small businesses can see measurable improvements in performance by better organizing their offerings.
Solution
Brand architecture defines both the breadth and depth of your brand. Not only does it provide clarity around the organization of your offerings and how they are understood by consumers, it also influences customer behavior by maximizing the transfer of brand equity between your brands and sub-brands.

Regardless of your company's size, effective brand architecture can enable you to…

Significantly reduce marketing costs
When brands are architected in a logical, intuitive way and integrated, your marketing efforts are exponentially more efficient. With opportunities for cross-promotion between brands, marketing is more effective as well.

Target the needs of specific customer segments
Brand architecture enables you to segment your messaging so that each of your target audiences hears what they want to hear and gets precisely what they're looking for.

Clarify positioning and messaging
Nothing increases the efficacy of your brand positioning like clarity. Clearly articulating positioning and messaging is like giving your brand a high-performance tune-up.

Facilitate growth and bolster stakeholder confidence
The modular nature of an intuitive brand architecture makes it easier to add brands, products, or services as your company grows. And well-managed, future-minded brands are a reassuring sign for investors and employees alike.

Enhance customer awareness
When a brand's various divisions are not clearly delineated, they must rely on the parent brand to capture the attention of the marketplace. Brand architecture gives a parent brand the power of diversification by highlighting the unique strengths of its distinct sub-brands.

Build and protect brand equity
The upshot of all of the benefits above is the ultimate competitive advantage for any company: brand equity. Growing your brand equity gives you compound returns as industry authority and marketplace valuation grow with it.

Types of Brand Architecture
Solution
Luxury brand architecture is a structure for organizing the luxury brand portfolio either as a branded house,
a house of brands or intermediate brand leverage positions such as sub-brands and endorsed brands.
This paper identifies the problem areas and research gaps in the complex luxury brand architecture settings like
vertical luxury brands such as Palmellato vs Saffiano, luxury brand endorsement, luxury brand extensions and luxury co-branding strategies.
Solution
GAIN CLARITY IN THE MARKETPLACE
Instead of a portfolio of companies that look and sound different, you're able to emphasize their connection through a consistent visual and verbal identity. Better yet, that clarity can increase the confidence of your board of directors, VCs, and other stakeholders.
GRAB ATTENTION WITH A BOLD STORY
Every company has a story to tell, but sometimes the compelling aspects of that story are buried. Consolidating your brand gives you the opportunity to tell why you've built your company—what unites you, what unique capabilities you've developed, and why you came together the way you did. Telling that story the right way will require research, synthesis, a communications strategy, and creative execution.
GROW REVENUE THROUGH CROSS-SELLING
When you clearly articulate your story, you're able to express the full value of your combined solutions—how they complement each other. That makes it easier to cross-sell across business units.
CREATE A MORE INCLUSIVE CULTURE
A compelling unified story can serve as a rallying cry for all your employees, one that makes everyone in various business units and locations feel like they're all fighting for the same cause. That's why it's important to plan the internal launch when you're working on a new brand: to create an authentic buzz before the external launch.
Create a integrated style and culture
Clarify positioning and messaging
Target of specific customer or market segments
Facilitate bolster stakeholder confidence
Enhance customer awareness
Build and protect brand equity and loyalty
Significantly reduce marketing costs
When brands are architected in a logical, intuitive way and integrated,
House of brand
How to create a consistent and memorable Look and feel for your brand? How to define your style, color and story?

Brand Audit
Brand Research & Analysis (Qualitative/Quantitative)
Brand Budget
and more...
Brand Strategy
How to create a consistent and memorable Look and feel for your brand? How to define your style, color and story?

Brand VMV (Vision, Mission & Values)
Brand Architecture
Brand Touchpoint & Audience
and more...

Brand Identity
How to create a consistent and memorable Look and feel for your brand? How to define your style, color and story?

Corporate Naming/Messaging
Corporate URL

Corporate Design:
Logo
Color Palette
Style
Typography
Website
Exhibition & Interior
and more...

Brand Management
How to create a consistent and memorable Look and feel for your brand? How to define your style, color and story?

Brand Roadmap
Brand Launch/Implementation
Brand Maintenance
Annual Performance Audit
and more...

Case Study
Holtmann

Bees are wonderful creatures. They are the best example of a successful team. Bees are incredibly organized, precise, goal oriented, focused and harmonious in their relationships as a group. Their effective cooperation and collaboration is hardwired in the backbone of their colony.

The playful colors of the world of bees are our favorite colors too, that is why we adopted the Yellow and Black colors for our company's corporate colors.

Bees make honey. We all love honey. Here in our Hanover Beesiness office, we always have extra organic jars of honey for our personal consumptions, also to gift them to our clients.

When we were looking for a name, for our company, we thought inquisitively about what could represent our services and our business image, the best, and we thought Bees do!
We admire and love bees, for how essential they are, to our nature, and of course we thank them for their delicious honey too.
So, we all decided on a business name that advertises, promotes and honors bees too, and the Beesiness name was born to carry the image of our business.

What does the name of your company says, about your business?
Are you happy with your name? Does it really represent all you want to say and advertise, in one glance?

The name, corporate design and visual representation of your company's name perhaps is one of the most important features that determine the future outcome of your company's goals.

Let us, also, help you find the most appropriate image, message, identity, and strategy, that deliver, what you want to convey to your customers, the best it can.
Our aim at Beesiness is to make our clients as successful as possible, but also to establish a long lasting friendly relationship with them, so that, whenever they taste honey it would remind them of their successful choice they made to do business with Beesiness.
Let our bees, help you find the best solutions for your business, brand, products or services and market.

The one thing all of ours have in common is a compelling story. Every business has a unique story to tell, every brand has a story that's never completely told! We are business and brand storytellers.

How do you describe your brand story? Read more...
Brand in Germany
The 50 most valuable brands in Germany have a combined value of €263 billion, according to a new study, which places Germany's top companies ahead of their peers in the UK and France. SAP, Deutsche Telekom, BMW, Daimler and Deutsche Post lead the way, with automotive the country's standout sector.
The analysis, conducted by professional services giant WPP, assessed the 'brand value' of Germany's top companies – which is a measure of how much a brand alone contributes to corporate value, both in terms of financial value and non-quantitative components. The data found that similar to in other countries, but more so in Germany, value is concentrated at the top of the ranking, with the top two brands – SAP and Deutsche Telekom – between them accounting for 29% of the value of the leading 50 brands combined. In comparison, in the UK, the top two brands provide 21% of the top 50's value.

Unsurprisingly, the automotive industry plays a key role in Germany's brand elite. There are five leading global car brands in the German Top 50, a feat which is unmatched in any other national WPP ranking for Western economies. Combined, BMW, Mercedes-Benz, Porsche, Audi and Volkswagon account for a staggering 22% of the total €263 billion brand value. "Germany itself has become synonymous with the design and engineering of the many automotive brands it has produced. These are brands that have made consumers all over the world willingly pay a premium for "Vorsprung durch Technik", without even knowing quite what it meant," said David Roth, CEO of The Store, WPP's division that serves the retail and fast moving consumer goods sectors.

Germany is also the only European market to be led by a technology brand. With a brand value of $48.9 billion, SAP is the undisputed leader in Germany, alone accounting for 16% of the value of the entire German top 50. The company, which was founded in the early 1970s by five entrepreneurial engineers with a vision to change the way companies do business, is today a world leader in enterprise applications – 87% of Forbes Global 2000 companies are a user of SAP software.

Given the strength of Germany's reputation as a leader in the sector in finance, the relatively small influence of financial services brands is apparent – there are only a handful of banking and insurance businesses in the top 50, including Deutsche Bank and Allianz. Across the board, the top 50 is comprised of brands from 19 different categories, spanning home appliance, apparel, beer, travel, aviation, grocery and media, among others. © consultancy
1. SAP
Brand Value: $48,943 million
Headquarter City: Walldorf
Category: Technology
Year Formed: 1972
2. Deutsche Telekom
Brand Value: $39,215 million
Headquarter City: Bonn
Category: Telecom Providers
Year Formed: 1995
3. BMW (Bayerische Motoren Werke)
Brand Value: $24,606 million
Headquarter City: Munich
Category: Cars
Year Formed: 1916
4. Daimler
Brand Value: $23,587 million
Headquarter City: Stuttgart
Category: Cars
Year Formed: 1883
5. Deutsche Post
Brand Value: $18,344 million
Headquarter City: Bonn
Category: Logistics
Year Formed: 1969
6. Siemens
Brand Value: $15,224 million
Headquarter City: Berlin/Munich
Category: Conglomerate
Year Formed: 1847
7. Aldi
Brand Value: $12,893 million
Headquarter City: Essen (ALDI Nord) and Mülheim (ALDI Süd)
Category: Retail
Year Formed: 1913
8. Adidas
Brand Value: $11,820 million
Headquarter City: Herzogenaurach
Category: Apparel
Year Formed: 1949
9. Bosch (part of Robert Bosch)
Brand Value: $9,816 million
Headquarter City: Munich
Category: Conglomerate
Year Formed: 1886
10. Audi
Brand Value: $8,580 million
Headquarter City: Ingolstadt
Category: Cars
Year Formed: 1909
11. Lidl
Brand Value: $8,178 million
Headquarter City: Neckarsulm
Category: Retail
Year Formed: 1973
12. Allianz
Brand Value: $7,707 million
Headquarter City: Munich
Category: Insurance
Year Formed: 1890
13. Nivea (part of Beiersdorf)
Brand Value: $7,344 million
Headquarter City: Hamburg
Category: Personal Care
Year Formed: 1911
14. Fanta (part of The Coca-Cola Company)
Brand Value: $6,315 million
Headquarter City: Atlanta, USA
Category: Soft Drinks
Year Formed: 1940
15. Porsche (part of VW)
Brand Value: $5,658 million
Headquarter City: Stuttgart
Category: Cars
Year Formed: 1931
16. Knorr (part of Unilever)
Brand Value: $4,512 million
Headquarter City: Heilbronn
Category: Food & Dairy
Year Formed: 1838
17. Volkswagen
Brand Value: $4,136 million
Headquarter City: Wolfsburg
Category: Cars
Year Formed: 1937
18. Deutsche Post
Brand Value: $3,749 million
Headquarter City: Bonn
Category: Logistics
Year Formed: 1947
19. Deutsche Bank
Brand Value: $3,591 million
Headquarter City: Frankfurt am Main
Category: Banks
Year Formed: 1870
20. Sparkassen-Finanzgruppe
Brand Value: $3,137 million
Headquarter City: Berlin
Category: Banks
Year Formed: 1778
21. 1&1 (part of United Internet)
Brand Value: $2,706 million
Headquarter City: Montabaur
Category: Telecom Providers
Year Formed: 1988
22. Edeka
Brand Value: $2,341 million
Headquarter City: Hamburg
Category: Retail
Year Formed: 1898
23. DPD (part of Le Groupe La Poste)
Brand Value: $2,316 million
Headquarter City: Aschaffenburg
Category: Logistics
Year Formed: 1976
24. Schwarzkopf (part of Henkel)
Brand Value: $2,303 million
Headquarter City: Düsseldorf
Category: Personal Care
Year Formed: 1904
25. Miele
Brand Value: $2,250 million
Headquarter City: Gütersloh
Category: Home Appliances
Year Formed: 1899
26. Lufthansa
Brand Value: $2,142 million
Headquarter City: Frankfurt
Category: Airlines
Year Formed: 1926
27. Hugo Boss
Brand Value: $2,072 million
Headquarter City: Metzingen
Category: Apparel
Year Formed: 1924
28. Beck's (part of Anheuser-Busch InBev)
Brand Value: $1,946 million
Headquarter City: Leuven, Belgium
Category: Beer
Year Formed: 1873
29. Metro Wholesale & Food Specialist
Brand Value: $1,806 million
Headquarter City: Düsseldorf
Category: Retail
Year Formed: 1964
30. Puma
Brand Value: $1,369 million
Headquarter City: Herzogenaurach
Category: Apparel
Year Formed: 1948
31. Rewe Group
Brand Value: $1,336 million
Headquarter City: Cologne
Category: Retail
Year Formed: 1927
32. TUI
Brand Value: $1,257 million
Headquarter City: Hannover
Category: Travel Agencies
Year Formed: 1923
33. Kaufland Stiftung & Co.
Brand Value: $1,249 million
Headquarter City: Neckarsulm
Category: Retail
Year Formed: 1984
34. Commerzbank
Brand Value: $1,219 million
Headquarter City: Frankfurt am Main
Category: Banks
Year Formed: 1870
35. Unicredit
Brand Value: $999 million
Headquarter City: Munich
Category: Banks
Year Formed: 1780
36. Krombacher Brauerei Bernhard Schadeberg
Brand Value: $919 million
Headquarter City: Kreuztal-Krombach
Category: Beer
Year Formed: 1803
37. Otto Group
Brand Value: $912 million
Headquarter City: Hamburg
Category: Retail
Year Formed: 1949
38. West (part of Imperial Brands)
Brand Value: $877 million
Headquarter City: Hamburg
Category: Tobacco
Year Formed: 1981
39. Tchibo (part of Maxinvest)
Brand Value: $854 million
Headquarter City: Hamburg
Category: Retail
Year Formed: 1949
40. ERGO (part of Muenchener Rueckversicherungs-Gesellschaft)
Brand Value: $810 million
Headquarter City: Düsseldorf
Category: Insurance
Year Formed: 1997
41. Hasseröder (part of Anheuser-Busch InBev)
Brand Value: $792 million
Headquarter City: Leuven, Belgium
Category: Beer
Year Formed: 1872
42. OBI (part of Tengelmann Warenhandelsgesellschaft)
Brand Value: $759 million
Headquarter City: Wermelskirchen
Category: Retail
Year Formed: 1970
43. Hipp
Brand Value: $744 million
Headquarter City: Pfaffenhofen an der Ilm
Category: Food & Dairy
Year Formed: 1932
44. Alfred Ritter
Brand Value: $706 million
Headquarter City: Waldenbuch
Category: Food & Dairy
Year Formed: 1912
45. Hermes
Brand Value: $706 million
Headquarter City: Hamburg
Category: Logistics
Year Formed: 1972
46. Bild (part of Axel Springer)
Brand Value: $696 million
Headquarter City: Berlin
Category: Entertainment
Year Formed: 1952
47. Aral (part of BP)
Brand Value: $618 million
Headquarter City: Bochum
Category: Motor Fuels
Year Formed: 1898
48. Dr. August Oetker
Brand Value: $610 million
Headquarter City: Bielefeld
Category: Food & Dairy
Year Formed: 1891
49. Nestlé
Brand Value: $519 million
Headquarter City: Nonnweiler-Otzenhausen
Category: Food & Dairy
Year Formed: 1968
50. HUK-Coburg
Brand Value: $518 million
Headquarter City: Coburg
Category: Insurance
Year Formed: 1933
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