Your brand's journey from chaos to clarity.
Brand Architecture
Brand Architecture is a 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 a new value for your brand?
· How can you maximize the value of your brand?
Brand Architecture Example
The Branded House

Also called the '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.

Branded House Examples:
Google is an excellent example of a 'master brand' which 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 good for the company in the long run, create a lot of clutter and confusion in the minds of the customers as to what belongs to the company and what not. This confusion of whether the product belongs to the brand they follow or not reduces the target audience's willingness to buy and often lead to many sub-brands being unnoticed by the target segment.

However, marketers and other employees of the companies are not able to sense this confusion from the inside as they are accustomed to how things are within the company.

The only way to sense and resolve the confusion is to get a clear view of outside the walls and organize brand outlook which specify the different subsections of the brand and connect it with the main brand and other sister brands. This is the brand architecture.
Solution
Effective brand architecture includes an integrated system of names, symbols, colors, and other visual identity which is recognizable and distinguishable for the audience.

Regardless of your company's size, effective brand architecture can enable you to:
· Integrated style and culture
· Clarity of positioning, image and messaging in marketplace
· Targeting of specific customer or market segments
· Enhance customer awareness
· Easier access to your company, product or service
· More facilitate stakeholder confidence
· Enhance customer awareness
· Build and protect brand equity and loyalty
· Significantly reduce marketing costs

Types of Brand Architecture:
House of Brand
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. 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 houses of brands, owning 70 distinguished brands such as Tiffany & Co., Louis Vuitton, Dior, Fendi, Sephora, Givenchy, and Celine, to name a few.
Branded House
The Branded House

Also called the '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.

Branded House Examples:
Google is an excellent example of a 'master brand' which hosts a variety of sub-brands such as Google Adwords, Google Docs, Google Analytics, Google Maps, or the Google search engine.
Hybrid
The Hybrid

Also called 'The Endorsed Brand Architecture,' this brand architecture strategy is a mix of the above. While some sub-brands may be associated with its master brand, others may not be.

Endorsed Brand Architecture Examples:
The Marriot Group has some associated brands, such as the JW Marriot, Marriot Hotels & Resorts, and Residence Inn Marriot, while also owning individual brands such as Sheraton and Westin Hotels & Resorts.
Case Study
Holtmann

Holtmann (Holtmann GmbH & Co. KG) is one of the leading service provider for trade fairs and events in Germany.
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 (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 character) 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...
Let's talk about your project
Would you like to work together to build a better brand architecture?

In order to achieve the better results, we suggest you attend our workshop so we can discover more about you, your brand, and your brand vision; and accordingly, provide the best brand strategy, design, and growth plan.